The influence of online customer review, brand image, and food quality on customer purchase decision at BPK Saksang Goyang Lidah Restaurant

Felicia, Felicia (2023) The influence of online customer review, brand image, and food quality on customer purchase decision at BPK Saksang Goyang Lidah Restaurant. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saksang Goyang Lidah Restaurant is much known than other similar restaurants. In addition, based on customer online reviews, the authors found that product quality was frequently mentioned as a concern because it influences purchasing decisions, therefore it will be investigated further in this study. The purpose of this research is to find out whether online customer reviews, brand image, food quality and customer purchasing decisions influence purchasing decisions at the BPK Saksang Goyang Lidah Restaurant. In this research, the author used quantitative research methods. The population was customers who had visited the BPK Saksang Goyang Lidah Restaurant at least once. The sample consisted of 90 people who were collected using non-probability sampling, namely convenience sampling through distributing questionnaires. The data analysis techniques used include validity, reliability and classical assumption tests. Multiple linear regression shows that brand image has the strongest influence on purchasing decisions. The coefficient of determination was 67.2% and the remaining 32.8% was influenced by other variables not studied. The research results show that brand image and food quality have a partial influence on purchasing decisions, while online customer reviews do not have a partial influence on purchasing decisions at the BPK Saksang Goyang Lidah Restaurant. Online customer reviews, brand image and food quality simultaneously influence purchasing decisions. Recommendations for BPK Saksang Goyang Lidah are to increase positive replies from customer reviews, improve its marketing to reach a larger customer base, to improve and pay attention to food quality, highlight customer satisfaction by emphasizing positive feedback and experiences with Saksang Goyang Lidah products. / Restoran Saksang Goyang Lidah kurang diketahui dibandingkan restoran sejenis lainnya. Selain itu, berdasarkan ulasan online pelanggan, penulis menemukan bahwa kualitas produk sering disebutkan sebagai kekhawatiran karena mempengaruhi keputusan pembelian, oleh karena itu akan diselidiki lebih lanjut dalam penelitian ini. Tujuan penelitian ini adalah untuk mengetahui apakah ulasan pelanggan online, citra merek, kualitas makanan dan keputusan pembelian pelanggan berpengaruh terhadap keputusan pembelian di Restoran BPK Saksang Goyang Lidah. Dalam penelitian ini, penulis menggunakan metode penelitian kuantitatif, Populasinya adalah pelanggan yang pernah mengunjungi Restoran BPK Saksang Goyang Lidah minimal satu kali. Sampel berjumlah 90 orang yang dikumpulkan dengan menggunakan non- probability sampling yaitu convenience sampling melalui penyebaran kuesioner. Teknik analisis data yang digunakan antara lain uji validitas, reliabilitas, dan asumsi klasik. Regresi linier berganda menunjukkan bahwa citra merek memiliki pengaruh paling kuat terhadap keputusan pembelian. Koefisien determinasi sebesar 67.2% dan sisanya sebesar 32.8% dipengaruhi oleh variabel lain yang tidak diteliti. Hasil penelitian menunjukkan bahwa citra merek dan kualitas makanan mempunyai pengaruh secara parsial terhadap keputusan pembelian, sedangkan ulasan pelanggan online tidak mempunyai pengaruh secara parsial terhadap keputusan pembelian pada Restoran BPK Saksang Goyang Lidah. ulasan pelanggan online, citra merek dan kualitas makanan berpengaruh secara simultan terhadap keputusan pembelian. Rekomendasi bagi BPK Saksang Goyang Lidah adalah meningkatkan balasan positif dari ulasan pelanggan, meningkatkan pemasarannya untuk menjangkau pelanggan yang lebih besar, untuk meningkatkan dan memperhatikan kualitas makanan, menyoroti kepuasan pelanggan dengan menekankan umpan balik dan pengalaman positif dengan produk Saksang Goyang Lidah.

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