The influence of word of mouth, brand image, and product quality on customer purchase decision at PT Kurnia Aneka Gemilang, Medan

Lorentz, Grace (2023) The influence of word of mouth, brand image, and product quality on customer purchase decision at PT Kurnia Aneka Gemilang, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Syrup is a beverage enjoyed by people of all demographics. It attains its peak popularity annually during significant occasions such as Eid al-Fitr, Chinese New Year, Christmas, and others. In order to enhance consumer purchasing interest, there is a need for research on the purchasing decisions of Sirup Kurnia products. This study investigates the interconnected dynamics of Word of Mouth (WOM), Brand Image, and Product Quality in shaping customer purchase decisions. Employing a quantitative research approach, the research explores the extent to which these factors influence consumer choices. Purposive sampling method is being used in this research. The sample of this research will consist of 70 participants, chosen from the entire customer population of PT Kurnia Aneka Gemilang, Medan. The results showed that Word of Mouth and Brand Image have partial influence on customer purchase decision at PT Kurnia Aneka Gemilang, Medan. Meanwhile, the Product Quality has no partial influence on customer purchase decision at PT Kurnia Aneka Gemilang, Medan. And Word of mouth, Brand Image, and Product Quality have simultaneous influence on Customer Purchase Decision in PT Kurnia Aneka Gemilang, Medan. The findings reveal the nuanced relationships between WOM, Brand Image, and Product Quality, shedding light on their collective impact on the decision-making process. The study contributes valuable insights for businesses in the syrup industry, offering actionable information to enhance marketing strategies and optimize the customer experience. / Sirup merupakan minuman yang digemari oleh semua kalangan. Sirup mencapai puncak populernya setiap tahun pada hari-hari besar, seperti idul fitri, tahun baru cina, natal dan lainnya. Untuk meningkatkan minat beli konsumen, maka diperlukan penelitian mengenai keputusan pembelian produk Sirup Kurnia. Penelitian ini menyelidiki dinamika terkait antara Word of Mouth (WOM), Citra Merek, dan Kualitas Produk dalam membentuk Keputusan Pembelian Pelanggan. Dengan menerapkan pendekatan penelitian kuantitatif, penelitian ini mengeksplorasi sejauh mana faktor-faktor ini memengaruhi pilihan konsumen. Metode sampel yang digunakan dalam penelitian ini adalah purposive sampling. Sampel penelitian ini terdiri dari 70 partisipan, yang dipilih dari seluruh populasi pelanggan PT Kurnia Aneka Gemilang, Medan. Hasil penelitian menunjukkan bahwa Word of Mouth dan Citra Merek memiliki pengaruh parsial terhadap keputusan pembelian pelanggan di PT Kurnia Aneka Gemilang, Medan. Sedangkan Kualitas Produk tidak memiliki pengaruh parsial terhadap keputusan pembelian pelanggan pada PT Kurnia Aneka Gemilang, Medan. Kemudian, Word of mouth, Citra Merek, dan Kualitas Produk memiliki pengaruh simultan terhadap Keputusan Pembelian Pelanggan di PT Kurnia Aneka Gemilang, Medan. Temuan menunjukkan hubungan yang rumit antara WOM, Citra Merek, dan Kualitas Produk, memberikan pemahaman mendalam tentang dampak kolektifnya pada proses pengambilan keputusan. Penelitian ini memberikan wawasan berharga bagi bisnis dalam industri sirup, menyediakan informasi yang dapat diimplementasikan untuk meningkatkan strategi pemasaran dan mengoptimalkan pengalaman pelanggan.

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