The influence of price and promotions towards customer purchase decision at Nasi Keriting Jln.Sutomo Medan

Khoharuddin, Celline (2022) The influence of price and promotions towards customer purchase decision at Nasi Keriting Jln.Sutomo Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The development of the food and beverage area can quickly develop because food and beverages are human needs that must be fulfilled. Many people believe that starting a business in this area is something promising and can also be utilized as a profitable business opportunity. As the owner of a restaurant, they should figure how to keep loyal customer and gain new customers. Each item presented by an organization have an impact on pricing. Price can be a factor that supports customer before they make any decision to purchase a product. To keep their loyal customer, usually restaurant will give some promotions like voucher discount or bundle price discount. Purchase decisions are a part to make the customers believe that the item to be purchased is meet their expectation. Research design of this study is quantitative method. The sampling method in this research is convenience sampling and the data were collected by giving questionnaire to 59 respondents who had made a purchase at Nasi Keriting. The data collected will be analyzed by using SPSS 28 Software. The result of this research is 68.3% which means that purchase decision at Nasi Keriting is influenced as much as 68.3% by price and promotion. While the others 31.7% affected by other factors that are not analyzed in this research. From this result, it can be concluded that the hypothesis is accepted because price and promotion have a significant influence towards purchase decision. This research suggests Nasi Keriting to pay attention to the additional fees that are charged to the customers in the online service provider application (Grab/Gojek) and provide some promotions such as discount vouchers in the online service provider application / Perkembangan sektor makanan dan minuman dapat berkembang pesat karena makanan dan minuman merupakan kebutuhan manusia yang harus dipenuhi. Banyak orang beranggapan bahwa memulai bisnis di bidang ini adalah sesuatu yang menjanjikan dan juga bisa dijadikan sebagai peluang bisnis yang menguntungkan. Sebagai pemilik restoran, mereka harus berpikir bagaimana mempertahankan pelanggan setia dan mendapatkan pelanggan baru. Setiap produk yang ditawarkan oleh suatu perusahaan memiliki pengaruh terhadap penetapan harga. Harga dapat menjadi faktor yang mendukung pelanggan sebelum mereka mengambil keputusan untuk membeli suatu produk. Untuk mempertahankan pelanggan setia mereka, biasanya restoran akan memberikan beberapa promosi seperti diskon voucher atau diskon harga bundel. Keputusan pembelian merupakan bagian untuk membuat pelanggan percaya bahwa produk yang akan dibeli sesuai dengan harapan mereka. Desain penelitian dari penelitian ini adalah metode kuantitatif. Metode pengambilan sampel dalam penelitian ini adalah convenience sampling dan pengumpulan data dilakukan dengan memberikan kuesioner kepada 59 responden yang pernah melakukan pembelian di Nasi Keriting. Data yang terkumpul akan dianalisis dengan menggunakan Software SPSS 28. Hasil penelitian ini sebesar 68,3% yang berarti bahwa keputusan pembelian di Nasi Keriting dipengaruhi sebesar 68,3% oleh harga dan promosi. Sedangkan sisanya 31,7% dipengaruhi oleh faktor lain yang tidak dianalisis dalam penelitian ini. Dari hasil tersebut dapat disimpulkan bahwa hipotesis diterima karena harga dan promosi berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini menyarankan Nasi Keriting untuk memperhatikan biaya tambahan yang dikenakan kepada pelanggan di aplikasi penyedia layanan online (Grab/Gojek) dan memberikan beberapa promosi seperti voucher diskon di aplikasi penyedia layanan online.

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