The influence of product quality, instagram social media, and product differentiation on customer purchasing decision at Miramar Restaurant, Pematang Siantar

Regina, Jocellyn (2023) The influence of product quality, instagram social media, and product differentiation on customer purchasing decision at Miramar Restaurant, Pematang Siantar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Miramar Restaurant is a popular dining option in Pematang Siantar. However, there are various issues with product quality, Instagram social media, and product differentiation that might lead to a reduction in purchase decisions. As a result, the purpose of this study is to see if product quality, Instagram social media, and product differentiation may affect consumer purchase decisions at Miramar Restaurant in Pematang Siantar. Product quality, Instagram social media, and product differentiation are all essential factors that influence client purchase decisions at Miramar Restaurant, Pematang Siantar. The writer uses the research quantitative method and the IBM SPSS Statistics V.25 program in this study. The writer used the convenience sampling method to obtain the sample, and a total of 103 consumers were collected. This research is also analyzed using descriptive and causal research. The result of the validity test shows that all of the r count are higher than 0.361. It can be conclude that all the statements are valid. All measurement variables have a Cronbach Alpha value higher than 0.60. According to the hypothesis test, product quality, Instagram Social Media, and product differentiation influence consumer purchase decisions at Miramar Restaurant in Pematang Siantar. This study also passed the validity, reliability, normalcy, heteroscedasticity, and multiple linear regression tests, and the equation is Y = 6.636 - 0.113 X1 + 0.169 X2 + 0.296 X3. The constant value multiple linear regression equation at is 6.172. The recommendation for Miramar Restaurant are to improve their content in Instagram social media to attract more customer, and maintain the quality of the food and drinks, including the taste and freshness of the products. / Miramar Restaurant adalah pilihan bersantap yang populer di Pematang Siantar. Namun, terdapat berbagai masalah pada kualitas produk, media sosial Instagram, dan kekhasan produk yang dapat menyebabkan penurunan keputusan pembelian. Oleh karena itu, tujuan penelitian ini adalah untuk mengetahui apakah kualitas produk, media sosial Instagram, dan diferensiasi produk dapat mempengaruhi keputusan pembelian konsumen pada Restoran Miramar di Pematang Siantar. Kualitas produk, media sosial Instagram, dan diferensiasi produk merupakan faktor penting yang mempengaruhi keputusan pembelian klien di Restoran Miramar Pematang Siantar. Penulis menggunakan metode penelitian kuantitatif dan program IBM SPSS Statistics V.25 dalam penelitian ini. Penulis menggunakan metode pengambilan sampel kenyamanan untuk memperoleh sampel, sehingga terkumpul sebanyak 103 konsumen. Penelitian ini juga dianalisis menggunakan penelitian deskriptif dan kausal. Hasil uji validitas menunjukkan seluruh r hitung lebih besar dari 0,361. Dapat disimpulkan bahwa semua pernyataan tersebut valid. Seluruh variabel pengukuran mempunyai nilai Cronbach Alpha lebih tinggi dari 0,60. Berdasarkan uji hipotesis kualitas produk, Media Sosial Instagram, dan diferensiasi produk berpengaruh terhadap keputusan pembelian konsumen pada Restoran Miramar Pematang Siantar. Penelitian ini juga lolos uji validitas, reliabilitas, normalitas, heteroskedastisitas, dan regresi linier berganda, dan persamaannya adalah Y = 6,636 - 0,113 X1 + 0,169 X2 + 0,296 X3. Nilai konstanta persamaan regresi linier berganda pada sebesar 6,172. Rekomendasi bagi Restoran Miramar adalah meningkatkan konten di media sosial Instagram untuk menarik lebih banyak pelanggan, dan menjaga kualitas makanan dan minuman, termasuk rasa dan kesegaran produk.

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