The influence of location, product innovation, and taste on customer purchase decision at Blooms Cafe, Medan

Valda, Valda (2024) The influence of location, product innovation, and taste on customer purchase decision at Blooms Cafe, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Blooms Cafe, Medan, is one of the city’s trendy coffee shops. From preliminary study shows that there are issues about the location, product innovation, and taste can affect customer purchase decision. The aim for this research is to know the influence of Location, Product Innovation, and Taste on Customer Purchase Decision at Blooms Café, Medan. The more affordable the location, the latest product developments or trends, and good taste will influence purchase decision. Writer is using quantitative research design and IBM SPSS Statistics V.25 application. Descriptive and causal research with convenience sampling as the sampling technique. Total of 62 customers who have ever been to and make transaction at Blooms Café, Medan. Besides 1 question which is not valid, test for reliability, normality, multicollinearity, heteroscedasticity, and mutiple linear regression test are all passed. From the hypothesis test result, Location have partially influence Customer Purchase Decision, while Product Innovation does not partially influence Customer Purchase Decision, Taste have partially influence Customer Purchase Decision, and Location, Product Innovation, and Taste have simultaneously influence Customer Purchase Decision. The recommendation for the company is to recruit security to make sure that the parking is secure, release more new menu, conduct a survey of customers, and further enhance the taste of food and café atmosphere in accordance with current trends. / Blooms Cafe, Medan, adalah salah satu Café trendi di kota. Dari studi pendahuluan menunjukkan bahwa terdapat permasalahan mengenai lokasi, inovasi produk, dan cita rasa dapat mempengaruhi keputusan pembelian pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Lokasi, Inovasi Produk, dan Cita Rasa terhadap Keputusan Pembelian Pelanggan di Blooms Café Medan. Semakin terjangkau lokasi, perkembangan atau tren produk terkini, dan selera yang baik akan mempengaruhi keputusan pembelian. Penulis menggunakan desain penelitian kuantitatif dan aplikasi IBM SPSS Statistics V.25. Penelitian deskriptif dan kausal dengan convenience sampling sebagai teknik pengambilan sampel. Total pelanggan yang pernah berkunjung dan bertransaksi di Blooms Café Medan adalah 62 orang. Selain 1 soal yang tidak valid, uji reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, dan uji regresi linier ganda semuanya lulus. Dari hasil uji hipotesis, Lokasi berpengaruh secara parsial terhadap Keputusan Pembelian Pelanggan, Inovasi Produk tidak berpengaruh secara parsial terhadap Keputusan Pembelian Pelanggan, Cita Rasa berpengaruh secara parsial terhadap Keputusan Pembelian Pelanggan, dan Lokasi, Inovasi Produk, dan Cita Rasa berpengaruh secara simultan terhadap Keputusan Pembelian Pelanggan. Rekomendasi bagi perusahaan adalah merekrut security untuk memastikan tempat parkir aman, mengeluarkan lebih banyak menu baru, melakukan survei terhadap pelanggan, dan lebih meningkatkan cita rasa makanan dan suasana kafe sesuai dengan tren saat ini.

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