The influence of product, price, place, and promotion toward customer purchase decision at Bistronomix Cafe Medan

Leontara, Stella Jovita (2022) The influence of product, price, place, and promotion toward customer purchase decision at Bistronomix Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study was conducted at Bistronomix Café, incited by decreasing number of customers visit over the previous year. It is believed that due to the tight competition, customers are likely to make purchase for products that offer better value and meet their expectations, hence this study aims to determine the influence of product, price, place, and promotion towards customer purchase decision at Bistronomix Café Medan. The accurate combination of the four core marketing mix activities (product, price, place, and promotion) can help influence customers to make purchasing decisions for a product if the marketing mix strategy executed by the company is perceived to give benefits to customers after going through several valuations. This research utilized quantitative method, with descriptive and correlational approach. The population used is customers of Bistronomix Café, with a sample of 109 respondents gained through convenience sampling. The data analysis technique used is multiple linear regression, as well as using the T test and F test in testifying the hypothesis. The outcome of the test results show that in partial product, price, and promotion have positive and significant influence towards customer purchase decision while place has positive but not significant influence towards customer purchase decision. Simultaneously, 80% of customer purchase decision is significantly influenced by product, price, place, and promotion. It is encouraged for Bistronomix Café to place greater emphasis on food preparations and maintenance, formulate accurate pricing to match with the product quality, and devise comprehensive promotional strategy as these factors greatly influence customer purchase decision./ Penelitian ini dilakukan di Bistronomix Café dilatarbelakangi oleh penurunan jumlah kunjungan pelanggan selama satu tahun terakhir. Diyakini bahwa karena persaingan yang ketat, pelanggan cenderung melakukan pembelian untuk produk yang menawarkan nilai lebih baik dan memenuhi harapan mereka, oleh karena itu penelitian ini bertujuan untuk mengetahui pengaruh produk, harga, tempat, dan promosi terhadap keputusan pembelian pelanggan di Bistronomix Cafe Medan. Kombinasi yang tepat dari keempat kegiatan inti bauran pemasaran (produk, harga, tempat, dan promosi) dapat membantu mempengaruhi pelanggan untuk mengambil keputusan pembelian suatu produk jika strategi bauran pemasaran yang dijalankan oleh perusahaan dirasa mampu memberikan manfaat kepada pelanggan setelah melalui beberapa pertimbangan. Penelitian ini menggunakan metode kuantitatif, dengan pendekatan deskriptif dan korelasional. Populasi yang digunakan adalah pelanggan Bistronomix Café, dengan sampel sebanyak 109 responden diperoleh melalui convenience sampling. Teknik analisis data yang digunakan adalah regresi linier berganda, serta menggunakan uji T dan uji F dalam menguji hipotesis. Hasil pengujian menunjukkan bahwa secara parsial produk, harga, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen sedangkan tempat berpengaruh positif namun tidak signifikan terhadap keputusan pembelian konsumen. Secara simultan 80% keputusan pembelian konsumen dipengaruhi secara signifikan oleh produk, harga, tempat, dan promosi. Bistronomix Café dianjurkan untuk lebih menekankan pada persiapan dan pemeliharaan makanan, merumuskan harga yang akurat agar sesuai dengan kualitas produk, dan menyusun strategi promosi yang komprehensif karena faktor-faktor ini sangat mempengaruhi keputusan pembelian pelanggan.

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