The influence of store atmosphere and food quality toward customer repurchase decision at Restaurant Pare House, Medan

Christie, Karisha (2023) The influence of store atmosphere and food quality toward customer repurchase decision at Restaurant Pare House, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In many regions of the world, the food and beverage industry has seen rapid expansion. Restaurant Pare House in Medan thrives on store atmosphere and food quality to encourage customers to repurchase. The aim of this study was to investigate the effects of store atmosphere (X1) and food quality (X2) on repurchasing decisions at Restaurant Pare House, Medan. Therefore, the entire population selected customers of Restaurant Pare House, Medan, with a sample size of 105 utilizing the accidental sampling approach, often known as non-probability sampling. The study makes use of causal, descriptive, and quantitative methodologies. Instrument testing, descriptive analysis, multiple linear regression, coefficient of determination test, classical assumption test, and hypothesis testing are analytical approaches. After the data were analyzed and found to meet the requirements, the multiple linear regression equation Y = 0.694 + 0.270 X1 + 0.198 X2 + 0.555 was produced. The store atmosphere variable (X1) has a higher impact on repurchase decision, with values of 0.270 X1 and 0.198 X2. The hypotheses H1, H2, and H3 may be accepted since the t-test and f-test showed that store atmosphere and food quality had a positive and substantial impact on repurchasing decision, partially and simultaneously. The two independent factors have an 82 percent effect, according to the coefficient of determination R2, with other variables not included in this study having an additional 18 percent influence. The greatest items may be offered by the good store atmosphere by having the aisles arranged parallel to the longest side of the parking lot and food quality by layering, garnishing, and employing more colourful components before serving food to the customers can be monitored to boost repurchase decisions. / Di banyak wilayah di dunia, industri makanan dan minuman mengalami perkembangan pesat. Restoran Pare House, Medan memanfaatkan suasana toko dan kualitas makanan untuk mendorong pembelian kembali pelanggan. Tujuan penelitian ini adalah untuk mengetahui pengaruh atmosfer toko (X1) dan kualitas makanan (X2) terhadap keputusan pembelian ulang di Restoran Pare House, Medan. Oleh karena itu, seluruh populasi dipilih pelanggan Restoran Pare House, Medan dengan jumlah sampel 105 dengan menggunakan pendekatan aksidental sampling yang sering disebut dengan sampel non- probabilitas. Penelitian ini menggunakan metodologi kausal, deskriptif, dan kuantitatif. Pengujian instrumen, analisis deskriptif, regresi linier berganda, uji koefisien determinasi, uji asumsi klasik, dan uji hipotesis merupakan pendekatan analitik. Setelah data dianalisis dan memenuhi syarat, maka dihasilkan persamaan regresi linier berganda Y = 0,694 + 0,270 X1 + 0,198 X2 + 0,555. Variabel suasana toko (X1) mempunyai pengaruh yang lebih tinggi terhadap pilihan pembelian ulang, dengan nilai sebesar 0,270 X1 dan 0,198 X2. Hipotesis H1, H2, dan H3 dapat diterima karena uji t dan uji f menunjukkan bahwa suasana toko dan kualitas makanan berpengaruh positif dan besar terhadap keputusan pembelian ulang, baik secara parsial maupun simultan. Kedua faktor independen tersebut mempunyai pengaruh sebesar 82 persen berdasarkan koefisien determinasi R2, sedangkan variabel lain yang tidak dimasukkan dalam penelitian ini mempunyai pengaruh tambahan sebesar 18 persen. Barang-barang terbaik dapat ditawarkan oleh suasana toko yang baik dengan mengatur lorong-lorong sejajar dengan sisi terpanjang tempat parkir dan kualitas makanan dengan melapisi, menghiasi, dan menggunakan komponen yang lebih berwarna sebelum menyajikan makanan kepada pelanggan dapat dipantau untuk meningkatkan kembali keputusan pembelian.

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