The effect of social media marketing, brand awareness and food quality towards purchase intention at Fritto Chicken Williem Iskandar

Wijaya, Angelyn (2024) The effect of social media marketing, brand awareness and food quality towards purchase intention at Fritto Chicken Williem Iskandar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Fritto Chicken Medan is one of the fast-food restaurants. there has been a decrease in consumer purchase intention at this time at Fritto Chicken. The purpose of this research is to determine the effect of social media marketing, brand awareness and food quality and purchase intention. Social media marketing, brand awareness and food quality is some way to increase sales of a product. With increasing consumer social media marketing, brand awareness and food quality, it will increase purchase intention. Research method in this study with quantitative and descriptive methods using causal studies was used to analyse sample of 97 customers from Fritto Chicken. Respondents are customers of Fritto Chicken Williem Iskandar 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 social media marketing, brand awareness and food quality simultaneously have a positive and significant effect on purchase intention with a coefficient of determination of 38.9%. Social media marketing, brand awareness and food quality partially have a positive and significant effect on purchase intention. It can be recommended to Fritto Chicken can expand its presence on various social media platforms, ensure that their branding is consistent across all communication channels and ensure that the raw materials they use for their food are of the highest quality and incentivise customers to share their experience. / Fritto Chicken Medan merupakan salah satu restoran cepat saji. telah terjadi penurunan minat beli konsumen pada saat ini di Fritto Chicken. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pemasaran media sosial, kesadaran merek dan kualitas makanan dan minat beli. Pemasaran media sosial, kesadaran merek dan kualitas makanan merupakan beberapa cara untuk meningkatkan penjualan suatu produk. Dengan meningkatnya pemasaran media sosial konsumen, kesadaran merek dan kualitas makanan, maka akan meningkatkan minat beli. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausal digunakan untuk menganalisis sampel sebanyak 97 pelanggan. Responden merupakan pelanggan Ftitto Chicken Williem Iskandar 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 pemasaran media sosial, kesadaran merek dan kualitas makanan secara simultan berpengaruh positif dan signifikan terhadap minat beli dengan nilai koefisien determinasi sebesar 38,9%. Pemasaran media sosial, kesadaran merek dan kualitas makanan secara parsial berpengaruh positif dan signifikan terhadap minat beli. Dapat direkomendasikan kepada Fritto Chicken dapat memperluas kehadirannya di berbagai platform media sosial, memastikan bahwa branding mereka konsisten di semua saluran komunikasi dan memastikan bahwa bahan baku yang mereka gunakan untuk makanan mereka memiliki kualitas terbaik dan memberikan insentif kepada pelanggan untuk berbagi pengalaman mereka.

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