the influence of food quality, price, and promotion toward customer satisfaction purchase decision at Ho Teh Tiam

Tanadi, William (2023) the influence of food quality, price, and promotion toward customer satisfaction purchase decision at Ho Teh Tiam. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The competition in the food and beverage business is increasing, making it challenging to provide improved strategies for preserving food quality, offering competitive prices, and engaging in promotional activities. The writer has learned from the customer reviews that there were frequent complaints about the quality of the cuisine. As it influences their subsequent purchase decision and may cause them to switch to other rivals, the pricing was more expensive than other similar competitive markets, and the number of promotions and social media followers are smaller, so this would be further studied in this study. This research is purposed to identify if food quality, price, and promotion will deeply influence customer purchase decision at Ho Teh Tiam. This research was approached using quantitative research using descriptive employment methods. The population is the customer who ever purchase at Ho Teh Tiam, with 96 samples collected by using accidental sampling through questionnaire distribution. In order to conduct the analysis, multiple linear regressions, coefficients determination, and hypothesis testing were used. The result from determination coefficient have strength of 55.5% that show that food quality (X1), price (X2), and promotion (X3) in this research have large influence toward customer purchase decision (Y). Hence, show that the better the food quality, with the strategy of pricing, followed by promotion, will increase the customer purchase decision. Based on the analysis result, Ho Teh Tiam may consider develop new menus to attract new or existing customers, also ensure cost are calculated and do research media social usage to do promotion and keep in touch with the customer./Persaingan dalam bisnis makanan dan minuman semakin meningkat, sehingga menjadi tantangan untuk memberikan strategi yang lebih baik dalam menjaga kualitas makanan, menawarkan harga yang kompetitif, dan melakukan kegiatan promosi. Penulis telah mempelajari dari ulasan pelanggan bahwa sering ada keluhan tentang kualitas masakan. Karena hal tersebut mempengaruhi keputusan pembelian mereka selanjutnya dan dapat menyebabkan mereka beralih ke saingan lain, harga yang lebih mahal daripada pasar kompetitif serupa lainnya, dan jumlah promosi serta pengikut media sosial yang lebih sedikit, maka hal ini akan dipelajari lebih lanjut dalam penelitian ini. Penelitian ini bertujuan untuk mengetahui apakah kualitas makanan, harga, dan promosi akan sangat mempengaruhi keputusan pembelian pelanggan di Ho Teh Tiam. Penelitian ini didekati dengan menggunakan penelitian kuantitatif dengan metode deskriptif. Populasi penelitian ini adalah pelanggan yang pernah membeli di Ho Teh Tiam, dengan 96 sampel yang dikumpulkan dengan menggunakan accidental sampling melalui penyebaran kuesioner. Untuk melakukan analisis, digunakan regresi linier berganda, koefisien determinasi, dan uji hipotesis. Hasil dari koefisien determinasi memiliki kekuatan sebesar 57,2% yang menunjukkan bahwa kualitas makanan (X1), harga (X2), dan promosi (X3) dalam penelitian ini memiliki pengaruh yang besar terhadap keputusan pembelian konsumen (Y). Oleh karena itu, menunjukkan bahwa semakin baik kualitas makanan, dengan strategi penetapan harga, diikuti dengan promosi, akan meningkatkan keputusan pembelian pelanggan. Berdasarkan hasil analisis, Ho Teh Tiam dapat mempertimbangkan untuk mengembangkan menu baru untuk menarik pelanggan baru atau yang sudah ada, juga memastikan biaya dihitung dan melakukan penelitian penggunaan media sosial untuk melakukan promosi dan tetap berhubungan dengan pelanggan.

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