influence of taste of food and social media on buying intentions at Kopilihdia, Medan

Tantono, Giovanny (2023) influence of taste of food and social media on buying intentions at Kopilihdia, Medan. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (191kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (620kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (558kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (701kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)

Abstract

Kopilihdia, Medan experienced a decline in Buying Interest that can be seen from the revenue data this was suspected due to Taste of Food and Social Media. The aim of this research is to investigate whether Taste of Food and Social Media variety have an influence on Buying Intentions. Taste of Food and social media has an important role in shaping Buying Intentions. Taste of Food and Social Media are highly connected with customers’ buying intentions and company revenue. In this research, the writer used quantitative research design and IBM SPSS statistics. The writer used a descriptive and causal approach. The sampling technique used was convenience sampling. The sample size was 100 customers. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test, and the equation is Y = 5.086 + 0.326 X1 + 0.512 X2+ e. The hypothesis test results showed that the Taste of Food and Social Media influence buying intention either partially or simultaneously. Furthermore, Taste of Food and social media have 4a 0.2% influence on customers’ buying interest. Recommendations for Kopilihdia, Medan include periodically painting and adding to the menu several criteria such must improve the quality of coffee served using selected coffee beans that have good quality in order to produce coffee that has a distinctive aroma and fragrance in increasing the use of social media more actively and regularly promotes both in stories and in feeds. / Kopilihdia, Medan mengalami penurunan Minat Beli yang terlihat dari data pendapatan ini karena cita rasa makanan dan Sosial Media. Tujuan dari penelitian ini adalah untuk mengetahui apakah Rasa Makanan dan variasi Media Sosial berpengaruh terhadap Minat Beli. Cita rasa makanan dan Media Sosial memiliki peran penting dalam membentuk Minat Beli. Cita rasa makanan dan Media Sosial sangat terkait dengan Minat Beli pelanggan dan pendapatan perusahaan. Dalam penelitian ini, penulis menggunakan quantitative research design dan IBM SPSS statistics. Peneliti menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah convenience sampling. Ukuran sampel adalah 100 pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y = 5,086 + 0,326 X1 + 0,512 X2 + e. Hasil uji hipotesis menunjukkan bahwa cita rasa makanan dan Media Sosial berpengaruh terhadap niat beli baik secara parsial maupun simultan. Selain itu, cita rasa makanan dan Media Sosial berpengaruh 40,2% terhadap minat beli pelanggan. Rekomendasi Kopilihdia, Medan antara lain secara berkala melakukan pengecatan dan penambahan menu dengan beberapa kriteria diantaranya harus meningkatkan kualitas kopi yang disajikan dengan menggunakan biji kopi pilihan yang memiliki kualitas yang baik agar menghasilkan kopi yang memiliki aroma yang khas sehingga meningkatkan penggunaan media sosial lebih aktif dan rutin berpromosi baik di stories maupun di feed.

Actions (login required)

View Item