Influence of brand awareness and word of mouth on purchase decisions at Grand Fix Resto and Lounge, Medan

Angelo, Jevon Savero (2023) Influence of brand awareness and word of mouth on purchase decisions at Grand Fix Resto and Lounge, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Grand Fix Resto & Lounge, Medan experienced a decline in purchase decisions that can be seen from the revenue this was suspected due to brand awareness and word of mouth. The aim of this research is to investigate whether brand awareness and word of mouth have influence towards purchase decisions at Grand Fix Resto and Lounge, Medan Brand awareness play an important role in increasing purchase decisions With an increase in purchase decisions can encourage increased sales. In this research, the writer used quantitative, descriptive, causal research design and IBM SPSS statistics version 26. The sampling technique used was convenient sampling. The sample size was 100 customers at Grand Fix Resto & Lounge. This research passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y= 9.454 + 0.424 X1 + 0.632 X2 + e. The results of hypothesis test showed that brand awareness and word of mouth have influence on purchase decisions at Grand Fix Resto & Lounge at either partial or simultaneous and the value of determination is 73.4% Recommendations for Grand Fix Resto and Lounge, Medan uses raw materials such as vegetables, fish, meat and fresh spices then new so as to produce a distinctive and consistent food taste that has a delicious taste and needs to add employees so that the service in the kitchen can be better and regular. / Grand Fix Resto & Lounge, Medan mengalami penurunan keputusan pembelian yang dapat dilihat dari pendapatan ini diduga karena brand awareness dan word of mouth. Tujuan dari penelitian ini adalah untuk mengetahui apakah kesadaran merek dan dari mulut ke mulut berpengaruh terhadap keputusan pembelian di Grand Fix Resto dan Lounge, Medan Brand awareness berperan penting dalam meningkatkan keputusan pembelian Dengan adanya peningkatan keputusan pembelian dapat mendorong peningkatan penjualan. Dalam penelitian ini, penulis menggunakan desain penelitian kuantitatif, deskriptif, kausal dan IBM SPSS statistics versi 26. Teknik sampling yang digunakan adalah convenient sampling. Ukuran sampel adalah 100 pelanggan di Grand Fix Resto & Lounge. Penelitian ini lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y= 9,454 + 0,424 X1 + 0,632 X2 + e. Hasil uji hipotesis menunjukkan bahwa kesadaran merek dan dari mulut ke mulut berpengaruh terhadap keputusan pembelian di Grand Fix Resto & Lounge baik secara parsial maupun simultan dan nilai determinasinya adalah 73,4% Rekomendasi Grand Fix Resto dan Lounge, Medan menggunakan bahan baku seperti sayur mayur, ikan, daging dan rempah-rempah segar kemudian baru sehingga menghasilkan cita rasa makanan yang khas dan konsisten yang memiliki cita rasa yang nikmat dan perlu menambah karyawan agar pelayanan di dapur bisa lebih baik dan teratur.

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