The influence of brand image, atmosphere, and food quality on customer purchase decision at Sondoro Safinah, Medan

Hasan, Steven (2023) The influence of brand image, atmosphere, and food quality on customer purchase decision at Sondoro Safinah, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sondoro Safinah Medan is a restaurant with a main menu of seafood and steamboat. Decrease in purchasing decisions from consumers as seen from the number of transactions at Sondoro Safinah. The purpose of this research is to determine the effect of brand image, atmosphere and food quality on purchase decision. Good brand image, atmosphere and food quality will be positive and consistent with the values valued by customers, this may increase their interest in visiting the restaurant and will increase purchase decision. Research method in this study with quantitative and descriptive methods using causal studies was used to analyse sample of 97 customers. Respondents are customers of Sondoro Safinah Medan who are taken using sampling criteria using non probability with convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that brand image, atmosphere and food quality have simultaneous influence on customer purchase decision with a coefficient of determination of 48.9%. Brand image, atmosphere and food quality have partial influence on customer purchase decision. It can be recommended to Sondoro Safinah Medan to undertaking for consumers to provide feedback, need to prioritise improvements in the décor and colours of the room, conduct an in-depth review of their menu and consider expanding the food options and increasing their marketing and promotional efforts. / Sondoro Safinah Medan merupakan restoran dengan menu utama seafood dan steamboat. Penurunan keputusan pembelian dari konsumen yang dilihat dari jumlah transaksi di Sondoro Safinah. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, suasana dan kualitas makanan terhadap keputusan pembelian. Citra merek, suasana dan kualitas makanan yang baik akan menjadi positif dan konsisten dengan nilai-nilai yang dihargai oleh pelanggan, hal ini dapat meningkatkan minat mereka untuk mengunjungi restoran dan akan meningkatkan keputusan pembelian. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausal digunakan untuk menganalisis sampel sebanyak 97 pelanggan. Responden merupakan pelanggan Sondoro Safinah Medan yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan non probability dengan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek, suasana dan kualitas makanan mempunyai pengaruh secara simultan terhadap keputusan pembelian pelanggan dengan koefisien determinasi sebesar 48,9%. Citra merek, suasana dan kualitas makanan mempunyai pengaruh secara parsial terhadap keputusan pembelian pelanggan. Dapat direkomendasikan kepada Sondoro Safinah Medan untuk melakukan upaya agar konsumen memberikan umpan balik, perlu memprioritaskan perbaikan dalam dekorasi dan warna ruangan, melakukan tinjauan mendalam terhadap menu mereka dan mempertimbangkan untuk memperluas pilihan makanan dan meningkatkan upaya pemasaran dan promosi mereka.

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