The effect of brand awareness and and product quality toward customer purchase decision in Rumah Makan Danau Toba Binjai

vivian, vivian (2021) The effect of brand awareness and and product quality toward customer purchase decision in Rumah Makan Danau Toba Binjai. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (576kB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (879kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (436kB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (579kB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (701kB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (788kB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (561kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (539kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Customer purchasing decisions are one of the most important aspects in business, where these purchasing decisions greatly affect product sales in the business. The purpose of this study was to determine the level of influence exerted by brand awareness and product quality on customer purchasing decisions at Rumah Makan Danau Toba Binjai. A high level of brand awareness can increase the possibility for customers to make purchases on certain brands. Apart from that, good product quality can attract more customers. Nowadays, many businesses are making attractive brand designs and improving the quality of their products to compete with businesses. This study uses quantitative research methods, in which the target population is the customers of Rumah Makan Danau Toba Binjai. This study will also use a questionnaire in data collection and a pretest will be conducted to test the validity of the questionnaire to be distributed. The linear regression results show Y = -4.449 + 1.392X, the coefficient of determination shows that 96.7% of customer purchasing decisions are influenced by brand awareness and product quality. The results of the hypothesis t-test and F-test showed that H1, H2, and H3 were accepted. From the test results in this study, it can be concluded that brand awareness and product quality have an effect or influence on customer purchasing decisions at Rumah Makan Danau Toba Binjai. / Keputusan pembelian pelanggan merupakan salah satu aspek terpenting dalam bisnis, dimana keputusan pembelian ini sangat mempengaruhi penjualan produk dalam bisnis. Tujuan dari penelitian ini adalah untuk mengetetahui tingkatan pengaruh yang diberikan oleh kesadaran merek dan kualitas produk terhadap keputusan pembelian pelanggan di Rumah Makan Danau Toba Binjai. Dengan tingkat kesadaran merek yang tinggi dapat menigkatkan kemungkinan untuk pelanggan melakukan pembelian pada merek tertentu. Selain dari itu kualitas produk yang baik dapat menarik lebih banyak pelanggan. Sehingga sekarang ini banyak bisnis yang membuat design merek yang menarik dan meningkatkan kualitas produk yang dimiliki untuk bersaing dengan bisnis. Pada penelitian ini mengguanakan metode penelitian kuantitatif, yang mana target populasi adalah pelanggan dari Rumah makan Danau Toba Binjai. Penelitian ini juga akan menggunakan kuesioner dalam pengambilan data dan dilakukan pretest untuk menguji validitas kuesioner yang akan disebarkan. Hasil regrasi linear menunjukkan Y = -4.449 + 1.392X, dari koefisien determinasi menunjukkan bahwa 96.7% keputusan pembelian pelanggan dipengaruhi oleh kesadaran merek dan kualitas produk. Dalam hasil hipotsisis t-test dan F-test menunjukkan bahwa H1, H2, dan H3 diterima. Dari hasil tes dalam penelitian ini, dapat disimpulkan bahwa kesaadran merek dan kualiats produk memberikan efek atau berpengaruh terhadap keputusan pembelian pelanggan di Rumah Makan Danau Toba Binjai.

Actions (login required)

View Item