The effect of cafe atmosphere, social media advertising, and price perception towards customer repurchase at Opal Coffee, Cemara Asri branch, Medan

Laurensia, Jennetha (2023) The effect of cafe atmosphere, social media advertising, and price perception towards customer repurchase at Opal Coffee, Cemara Asri branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food industry is experiencing a rise in popularity in today's society, particularly amongthe young adult demographic, with cafes emerging as a prominent establishment in this sector. Theincreasing number of cafes creates a sense of competitiveness. The consumers were upset by the ventilation that didn't run well in the retail atmosphere atOpal Coffee. The social media that is not actively posting the menus, and the price is not competitive towards other cafes. Hence, it is imperative for cafes to effectively sustain the operations to generate customer interest, as this factor has the potential that impact consumer repurchasing, a subject that will be explored in this study. The objective of this study is to investigate the potential impact of store atmosphere, social media advertising, and price perception on customer repurchase behavior at Opal Coffee, specifically at its Cemara Asri Medan. The present study employs a quantitative methodology, utilizing a descriptive research design. The target group for this study comprises individuals who have patronized or dined at Opal Coffee, namely the Cemara Asri Branch locatedin Medan. The study utilized a sample size of 96 participants, who were selected through the administration of questionnaires using the convenience sampling technique. The research employs many data analysis techniques, including normality test, multicollinearity assessment, heteroscedasticity examination, multiple linear regression, determination of coefficients,and hypothesis testing. The findings derived from hypothesis testing demonstrate that consumer repurchasing decisions are effect by a combination of factors, namely the store atmosphere, social media advertising, and price perception. The coefficient of determination reveals that factors X1, X2, and X3 collectively account for 45% of the variation seen in variable Y. Based on the findings of the analysis, it is recommended that Opal Coffee undertake somemeasures to enhance its operational efficiency. Specifically, it is advised that the cafe prioritize the optimization of its tidiness, increase its level of engagement on social media platforms, and establish a more competitive pricing strategy compared to competitor cafes in the market. / Industri makanan mengalami peningkatan popularitas di masyarakat saat ini, khususnya di kalangan demografi dewasa muda, dengan munculnya kafe sebagai salah satu usaha terkemuka di sektor ini. Meningkatnya jumlah kafe menimbulkan rasa kompetitif. Konsumen kecewa dengan tidak berjalannya baik ventilasi pada suasana retail di Opal Coffee. Media sosial yang kurang aktif memposting menu, dan harga yang tidak bersaing dengan kafe lain. Oleh karena itu, sangat penting bagi kafe untuk mempertahankan operasionalnya secara efektif guna membangkitkan minat pelanggan, karena faktor ini berpotensi mempengaruhi pembelian kembali konsumen, sebuah subjek yang akan dieksplorasi dalam penelitian ini. Tujuan dari penelitian ini adalah untuk mengetahui dampak potensial dari atmosfer toko, iklan media sosial, dan persepsi harga terhadap perilaku pembelian ulang pelanggan di Opal Coffee, khususnya di Cemara Asri Medan. Penelitian ini menggunakan metodologi kuantitatif dengan menggunakan desain penelitian deskriptif. Kelompok sasaran penelitian ini adalah individu-individu yang pernah berkunjung atau makan di Opal Coffee yaitu Cabang Cemara Asri yang berlokasi di Medan. Penelitian ini menggunakan jumlah sampel sebanyak 96 partisipan yang dipilih melalui pemberian kuesioner dengan menggunakan teknik convenience sampling. Penelitian ini menggunakan berbagai teknik analisis data, antara lain uji normalitas, penilaian multikolinearitas, uji heteroskedastisitas, regresi linier berganda, koefisien determinasi, dan uji hipotesis. Temuan yang diperoleh dari pengujian hipotesis menunjukkan bahwa keputusan pembelian ulang konsumen dipengaruhi oleh kombinasi beberapa faktor, yaitu suasana toko, iklan media sosial, dan persepsi harga. Koefisien determinasi menunjukkan bahwa faktor X1, X2, dan X3 secara kolektif menyumbang 45% variasi yang terlihat pada variabel Y. Berdasarkan temuan analisis, direkomendasikan agar Opal Coffee mengambil beberapa langkah untuk meningkatkan efisiensi operasionalnya. Secara khusus, disarankan agar kafe tersebut memprioritaskan optimalisasi kerapiannya, meningkatkan tingkat keterlibatannya di platform media sosial, dan menetapkan strategi harga yang lebih kompetitif dibandingkan kafe pesaing di pasar.

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