The effect of promotion, brand image, and social media on customer purchase decision at Fritto Chicken Sumarsono Branch

Tanny, Felix Emmanuel (2023) The effect of promotion, brand image, and social media on customer purchase decision at Fritto Chicken Sumarsono Branch. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted in the Fritto Chicken Sumarsono Branch, Medan.This company experienced a decline in customer purchase decision that can be seen from the revenue data due to Promotion, Brand Image and Social Media. This research aims to know how promotion, brand image, and social media effect customer purchase decisions at the Fritto Chicken Sumarsono branch. The research uses a quantitative approach and employs the Lemeshow sampling method. It gathers data through a questionnaire given to 97 respondents who made at least one purchase at Fritto Chicken Sumarsono. The data that is processed to analysis using the SPSS 29 version program. The result of this research is Promotion, brand image, and social media strongly effects 91.4% of customer purchase decisions. Promotion and brand image show significant effects on customer purchase decision. However, Social Media don’t have significant effect on customer purchase decision. Promotion, brand image, and social media simultaneously effect customer purchase decision. Recommendation for Fritto Chicken Sumarsono branch is to improve market presence, increase promotions for better product recognition and brand image. Enhance social media with innovative content and creating engaging interactions with customers. / Penelitian ini dilakukan di Cabang Fritto Chicken Sumarsono Medan. Perusahaan ini mengalami penurunan keputusan pembelian pelanggan yang terlihat dari data pendapatan akibat Promosi, Citra Merek dan Media Sosial. Tujuan penelitian ini untuk memahami dampak promosi, citra merek, dan media sosial terhadap keputusan pembelian di cabang Fritto Chicken Sumarsono. Penelitian ini menggunakan pendekatan kuantitatif dan metode Lemeshow. Data dikumpulkan melalui kuesioner yang diberikan kepada 97 responden yang melakukan setidaknya satu kali pembelian di Fritto Chicken Sumarsono. Data yang diolah untuk dianalisis menggunakan program SPSS versi 29. Hasil penelitian ini adalah Promosi, citra merek, dan media sosial berpengaruh kuat sebesar 91,4% terhadap keputusan pembelian pelanggan. Promosi dan citra merek menunjukkan pengaruh yang siginifikan terhadap keputusan pembelian pelanggan. Namun Media Sosial mempunyai pengaruh yang tidak significan terhadap keputusan pembelian pelanggan. Promosi, citra merek, dan media sosial secara simultan berpengaruh terhadap keputusan pembelian pelanggan. Rekomendasi untuk Fritto Chicken cabang Sumarsono adalah meningkatkan kehadiran pasar, meningkatkan promosi untuk pengenalan produk dan brand image yang lebih baik. Tingkatkan media sosial dengan konten inovatif dan ciptakan interaksi menarik dengan pelanggan.

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