The effect of social media Instagram, brand image, and menu variation towards revisit intention at Wowrung.id restaurant Medan

Salim, Stephanie (2024) The effect of social media Instagram, brand image, and menu variation towards revisit intention at Wowrung.id restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Wowrung is one of the restaurants with Indomie and fried rice as its favorite menu. The problem of declining customer interest is one of the important things that must be considered for the sustainability of the business. Customers use social media to search and share information about destinations. Brand image plays an important role in creating return intentions. If cafes and restaurants provide a diverse menu, it will be easier for cafes to attract consumers. The research method in this study is a quantitative and descriptive method using a causality study with a sample of 100 consumers. Respondents are customers who are taken using sampling criteria using non probability with convenience sampling. The distribution of questionnaires has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results showed that Instagram social media, brand image, menu variations simultaneously affect the interest in visiting again with a coefficient of determination of 39.9%. In partial testing, Instagram social media, brand image, menu variations have a significant effect on return visit interest. It can be recommended to Wowrung management that the campaign content needs to be optimized to be more attractive and relevant to the target audience, refreshing or adjusting the logo design and color selection is needed to be more in line with market tastes and preferences, improving communication and coordination between kitchen and service staff so that they can work together to ensure consistent menu availability, further customer surveys or active monitoring of customer feedback./Wowrung merupakan salah satu restoran dengan menu favorit Indomie dan nasi goreng. Permasalahan penurunan minat berkunjung konsumen yang dialami merupakan salah satu hal penting yang harus diperhatikan demi keberlangsungan bisnis. Pelanggan menggunakan media sosial untuk mencari dan berbagi informasi tentang destinasi. Citra merek memainkan peran penting dalam menciptakan niat untuk kembali. Jika kafe dan restoran menyediakan menu yang beragam, maka akan lebih mudah bagi kafe untuk menarik konsumen. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausalitas dengan sampel sebanyak 100 konsumen. Responden merupakan pelanggan 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 media sosial Instagram, citra merek, variasi menu secara simultan berpengaruh pada minat berkunjung kembali dengan koefisien determinasi 39.9%. Pada pengujian secara parsial, media sosial Instagram, citra merek, variasi menu berpengaruh signifikan pada minat berkunjung kembali. Dapat direkomendasikan kepada manajemen Wowrung yaitu konten kampanye perlu dioptimalkan agar lebih menarik dan relevan dengan target audiens, penyegaran atau penyesuaian desain logo dan pemilihan warna diperlukan agar lebih sesuai dengan selera dan preferensi pasar, meningkatkan komunikasi dan koordinasi antara staf dapur dan layanan sehingga mereka dapat bekerja sama untuk memastikan ketersediaan menu yang konsisten, survei pelanggan lebih lanjut atau pemantauan aktif terhadap umpan balik pelanggan.

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