The influence of food quality, online customer review, and brand image toward customer purchase decision at Rumah Makan Waroeng Cemara

Fortunata, Audrey Larisa (2023) The influence of food quality, online customer review, and brand image toward customer purchase decision at Rumah Makan Waroeng Cemara. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The food and beverage industry in Indonesia has been increasing rapidly. There are many new tenants entering the market which causes an increase in the competition. Rumah Makan Waroeng Cemara as one of the restaurants is having several issues regarding the food quality, online customer review, and brand image which may affect the customer purchase decision. This study aims to evaluate whether food quality, online customer review, and brand image have an influence on the customer purchase decision at Rumah Makan Waroeng Cemara. There are four hypotheses to be tested in this study. The writer uses quantitative research method, descriptive, and causal research design to figure out the influence between independent and dependent variables. A questionnaire is used to gather the data needed and SPSS 25.0 is used to analyze and calculate the data. The number of samples collected using the non- probability sampling technique of Lemeshow formula with the total respondents collected are 110 customers. The results of the data analysis and hypotheses test show that food quality, online customer review, and brand image have a partial and simultaneous influence towards the customer purchase decision at Rumah Makan Waroeng Cemara. Data analysis in this study includes validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression analysis. The recommendations for Rumah Makan Waroeng Cemara are to improve their food quality, enhance the variety of food, provide interesting new menu options, and build a strong online reputation through a positive and consistent customer experience. Rumah Makan Waroeng Cemara also needs to maintain a good brand image and increase brand popularity by implementing a good marketing and branding strategy. / Industri makanan dan minuman di Indonesia telah berkembang sangat pesat. Banyaknya pesaing baru yang masuk ke pasaran telah menyebabkan persaingan meningkat. Rumah Makan Waroeng Cemara sebagai salah satu restoran mengalami permasalahan mengenai kualitas makanan, ulasan pelanggan online, dan citra merek yang dapat mempengaruhi keputusan pembelian pelanggan. Penelitian ini bertujuan untuk mengevaluasi apakah kualitas makanan, ulasan pelanggan online, dan citra merek mempunyai pengaruh terhadap keputusan pembelian pelanggan di Rumah Makan Waroeng Cemara. Ada empat hipotesis yang akan diuji dalam penelitian ini. Penulis menggunakan metode penelitian kuantitatif, deskriptif, dan desain penelitian kausal untuk mengetahui pengaruh antara variabel independen dan dependen. Kuesioner digunakan untuk mengumpulkan data dan SPSS 25.0 digunakan untuk menganalisis dan menghitung data. Jumlah sampel yang dikumpulkan menggunakan teknik non-probability sampling dengan rumus Lemeshow dan jumlah responden yang terkumpul sebanyak 110 pelanggan. Hasil analisis data dan uji hipotesis menunjukkan kualitas makanan, ulasan pelanggan online, dan citra merek mempunyai pengaruh secara parsial dan simultan terhadap keputusan pembelian pelanggan di Rumah Makan Waroeng Cemara. Analisis data dalam penelitian ini meliputi uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, dan analisis regresi linier berganda. Rekomendasi untuk Rumah Makan Waroeng Cemara adalah meningkatkan kualitas makanan, memperbanyak variasi makanan, memberikan pilihan menu baru yang menarik dan membangun reputasi online yang kuat melalui pengalaman pelanggan yang positif dan konsisten. Rumah Makan Waroeng Cemara juga perlu menjaga citra merek yang baik dan meningkatkan popularitas merek dengan menerapkan strategi pemasaran yang baik.

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