The influence of promotion, price, location, and facilities on customer purchase decision at Restoran Ria Medan

Liu, Vivian (2022) The influence of promotion, price, location, and facilities on customer purchase decision at Restoran Ria Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The restaurant industry is the most promising industry, especially in Indonesia. However, the Covid-19 pandemic caused the restaurant industry to experience a decline in sales which caused huge losses, and eventually went bankrupt. In this study, the writer will examine the influence of promotion, price, location, and facilities on customer purchase decisions at Restoran Ria, Medan. The low frequency of promotions carried out by Restoran Ria, quite expensive prices for some customers, very limited parking locations, and unsatisfactory facilities for customers will be discussed in this study. The writer uses snowball sampling with a sample of 30 customers who have made purchases within the last 6 months. The data analysis method used in this study uses SPSS 25.0 by performing a normality test, heteroscedasticity test, multicollinearity test, multiple linear regression test, coefficient of determination test, hypothesis test of T-Test, and hypothesis test of F-Test. The results of hypothesis testing show that price and facilities have a significant influence partially and simultaneously on customer purchase decisions, while promotion and location based on the results of this study have no significant influence on customer purchase decisions at Restoran Ria, Medan. Recommendations for the company are to provide more unique and diverse promotions that are in accordance with customer needs, apply prices that are in accordance with the quality received, provide a large parking space and provide the best facilities for customers in order to facilitate customer activities while visiting restaurants. / Industri Restoran merupakan industri yang paling menjanjikan, terutama di Indonesia. Namun adanya pandemi Covid-19 menyebabkan industri restoran mengalami penurunan penjualan yang menyebabkan kerugian besar dan akhirnya mengalami kebangkrutan. Dalam penelitian ini, penulis akan meneliti pengaruh promosi, harga, lokasi, dan fasilitas pada keputusan pembelian pelanggan di Restoran Ria Medan. Rendahnya frekuensi promosi yang dilakukan oleh Restoran Ria, harga yang cukup mahal bagi beberapa pelanggan, lokasi parkir yang sangat terbatas, dan fasilitas yang kurang memuaskan bagi pelanggan akan dibahas pada penelitian ini. Penulis menggunakan snowball sampling dengan jumlah sampel 30 responden pelanggan yang pernah melakukan pembelian dalam kurun waktu 6 bulan terakhir. Metode analisis data yang digunakan dalam penelitian ini menggunakan SPSS 25.0 dengan melakukan uji normalitas, uji heteroskedastisitas, uji multikolinearitas, uji regresi linear berganda, uji koefisien determinasi, uji hipotesis T dan uji hipotesis F. Hasil uji hipotesis menunjukkan bahwa harga dan fasilitas berpengaruh signifikan secara parsial dan simultan terhadap keputusan pembelian pelanggan, sedangkan promosi dan lokasi berdasarkan hasil penelitian ini tidak berpengaruh signifikan terhadap keputusan pembelian pelanggan di Restoran Ria, Medan. Rekomendasi bagi perusahaan adalah memberikan promosi yang lebih unik dan beragam yang sesuai dengan kebutuhan pelanggan, menerapkan harga yang sesuai dengan kualitas yang diterima, menyediakan tempat parkir yang luas dan memberikan fasilitas yang terbaik bagi pelanggan agar mampu memudahkan aktivitas pelanggan selama mengunjungi restoran.

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