The influence of food quality, service quality, store ambiance, and promotions towards purchase decisions at Cow & Co. Medan

Alverina, Jerica (2023) The influence of food quality, service quality, store ambiance, and promotions towards purchase decisions at Cow & Co. Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food industry is one of the most important creative sectors in Indonesia, but due to the pandemic a lot of restaurants are forced to close. As the situation has calmed down more business owners have shifted their business to food and beverage sectors and compete in this sector since there is more and more demand from customers to dine in a nice place with good food. The purpose of this research is to find the influence of independent variables, namely Food Quality, Service Quality, Store Ambiance, and Promotions towards the dependent variable namely Purchase Decision. with five hypotheses to be tested. This study used a quantitative approach, interviewed the research object, and questionnaire used as the primary source for data collection method. Journals, books, and other online resources are used as secondary sources. The total number of samples used in this research are 97 respondents obtained by using Lemeshow formula. All the data obtained in this research is processed by using SPSS 25.0 software. The research object is Cow & Co Steakhouse, Medan, which specializes in steaks located at Jalan Iskandar Muda No. 7 Medan. The results show that food quality, service quality, and promotions have a partial influence on purchase decisions; and food quality, service quality, store ambiance, and promotions simultaneously have an influence on purchase decisions. Fifty percent of customers purchase decisions are influenced by the food quality, service quality, store ambiance, and promotions. There are several recommendations for the restaurant’s improvement, such as adding more menu variations, training the employees to be more sensitive to customers’ needs, improving promotions in the form of discounts and creating more interactive social media content. For future research, may consider using other types of research models to examine other potential variables./Industri makanan merupakan salah satu sektor kreatif yang penting di Indonesia, namun karena pandemi banyak restoran terpaksa tutup. Ketika pandemi mulai berakhir, semakin banyak pemilih usaha yang beralih ke sektor makan minuman dan berkompetisi di sektor ini karena semakin banyak permintaan pelanggan untuk dapat makan di tempat yang bagus dengan rasa makanan yang enak. Tujuan penelitian ini adalah untuk mengetahui pengaruh variabel bebas yaitu Kualitas Makanan, Kualitas Pelayanan, Suana Toko, dan Promosi terhadap variabel terikat yaitu Keputusan Pembelian. Dengan menguji lima hipotesis. Penelitian ini menggunakan pendekatan kuantitatif, wawancara terhadap objek penelitian, dan kuesioner digunakan sebagai sumber utama dalam pengambilan data. Jurnal, buku, dan sumber online lainnya digunakan sebagai pengambilan data sekunder. Jumlah sampel sebanyak 97 responden diperoleh menggunakan rumus Lemeshow. Seluruh data yang diperoleh akan diolah menggunakan SPSS 25.0. Objek yang digunakan pada penelitian ini adalah Cow & Co. Steakhouse Medan yang merupakan usaha bidang makanan dan minuman yang mengkususkan diri pada steak yang terletak di Jalan Iskandar Muda No. 7 Medan. Hasil penelitian menunjukkan bahwa kualitas makanan, kualitas pelayanan, dan promosi mempunyai pengaruh secara parsial terhadap keputusan pembelian; dan kualitas makanan, kualitas pelayanan, suasana restoran, dan promosi secara simultan mempunyai pengaruh terhadap keputusan pembelian. Lima puluh persen keputusan pembelian pelanggan dipengaruhi oleh kualitas makanan, kualitas pelayanan, suasana restoran, dan promosi. Terdapat beberapa rekomendasi untuk perbaikan restoran berupa menambah variasi menu, melatih karyawan agar lebih peka terhadap kebutuhan pelanggan, meningkatkan promosi dalam bentuk diskon dan membuat konten sosial media yang lebih interaktif. Untuk penelitian selanjutnya, dapat mempertimbangkan untuk menggunakan model penelitian lain dan mengkaji variabel potensial lainnya.

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