The influence of brand image and product quality toward customer purchase decision at Shihlin Taiwan Street Snacks in Sun Plaza Medan

Ferren, Ferren (2024) The influence of brand image and product quality toward customer purchase decision at Shihlin Taiwan Street Snacks in Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the ongoing time of globalization, society’s life right now has grown quickly. It is affecting the patterns of the way people consumption. When Shihlin first entered the Indonesian market, the enthusiasm of customer purchase are in high demand and stated in top brand index, but every business will face problems of the company same as Shihlin where the is an inconsistency of their quality. The purpose of this research is to find out the influence of the independent variables, named Brand Image and Product Quality to the dependent variable, which is Customer Purchase Decision. The hypothesis has three to be tested. Quantitative research was employed in this study. The use of the questionnaire serves as the source of the data. Online journals and internet data are used to be the secondary data. 101 participants made up the non-probability sampling method’s entire in this study. Moreover, SPSS 25.0 is being used to operate the data. The research object is Shihlin Taiwan Street Snacks in Sun Plaza Medan, a Food and Beverage business specializing in crispy fried chicken which is located at Jl. KH. Zainul Arifin No.7, Madras Hulu, Kec. Medan Polonia, Kota Medan, Sumatera Utara 20152. The result shows that Brand Image and Product Quality has significant effect and simultaneously influence towards Customer Purchase Decision, with the regression of coefficient value is 0.450 for Brand Image and 0.329 for Product Quality. The determination of coefficient is 0.394, it can be concluded that the independent variables can explain 39.4% of the independent variables, while the remaining 60.6% is explained by other variables. / Di era globalisasi yang sedang berlangsung, kehidupan masyarakat saat ini telah berkembang pesat. Hal ini mempengaruhi pola cara konsumsi masyarakat. Ketika Shihlin pertama kali masuk ke pasar Indonesia, antusiasme pembelian pelanggan sangat tinggi dan masuk dalam top brand index, namun setiap pelaku bisnis pasti akan menghadapi permasalahan dari perusahaan seperti Shihlin yaitu ketidakkonsistenan kualitasnya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel independen yaitu Citra Merek dan Kualitas Produk terhadap variabel dependen yaitu Keputusan Pembelian Pelanggan. Hipotesisnya ada tiga yang harus diuji. Penelitian kuantitatif digunakan dalam penelitian ini. Penggunaan kuesioner berfungsi sebagai sumber data. Jurnal online dan data internet digunakan sebagai data sekunder. Terdapat 101 partisipan yang seluruhnya menggunakan metode non-probability sampling dalam penelitian ini. Selain itu, SPSS 25.0 digunakan untuk mengoperasikan data. Objek penelitiannya adalah Shihlin Taiwan Street Snacks di Sun Plaza Medan merupakan sebuah usaha Makanan dan Minuman spesialis ayam goreng crispy yang berlokasi di Jalan KH. Zainul Arifin No.7, Madras Hulu, Kec. Medan Polonia, Kota Medan, Sumatera Utara 20152. Hasil penelitian menunjukkan bahwa Citra Merek dan Kualitas Produk mempunyai pengaruh yang signifikan dan simultan terhadap Keputusan Pembelian Pelanggan, dengan nilai koefisien regresi sebesar 0,450 untuk Citra Merek dan 0,329 untuk Kualitas Produk. Besarnya koefisien determinasi sebesar 0,394 maka dapat disimpulkan bahwa variabel independen mampu menjelaskan 39,4% variabel independen, sedangkan sisanya sebesar 60,6% dijelaskan oleh variabel lain.

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