The influence of location and service quality on customer purchase decision at Baked at Laurence, Medan

Khosasi, Patrycia (2022) The influence of location and service quality on customer purchase decision at Baked at Laurence, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this era of globalization, one of the industries that are growing is food and beverage industry. It intensifies the competition in the industry as there are more competitor in the same industry. therefore, a company must be set a strategy to attract customer and making the business become one of customer’s decision in deciding a company to purchase product. Customer is the one that giving profit to company and maintaining company’s long-term business. Company needs to consider about several things that can influencing on customer purchase decision to attract the customer to purchase at the company. Location and service quality are the important factors in running a business and service is one of the factors that cannot be separated in the industry of food and beverage. Meanwhile location is the place where company run the business and a location with easy access and easy to reach by customer can attract on more customer as it makes it easier for customer to get and purchase the needed products. The objective of this research is to study about the influence of location and service quality on customer purchase decision at Baked at Laurence, Medan. This research is done with quantitative method, descriptive, and causal research method with the sample of 97 respondents gain by simple random sampling method in gaining data due to the unspecific number of populations at Baked at Laurence, Medan. Based on the result, all the hypothesis are accepted. This means that location and service quality have partially and simultaneously influence on customer purchase decision at Baked at Laurence, Medan./ Di era globalisasi ini, salah satu industri yang berkembang adalah industri makanan dan minuman. Hal itu mengintensifkan persaingan di industri ini karena semakin banyak penguasaha yang menjalankan bisnis di industri yang sama. Oleh karena itu, perusahaan harus menetapkan strategi untuk menarik pelanggan dan menjadikan bisnis sebagai salah satu keputusan pelanggan dalam memutuskan suatu perusahaan untuk membeli produk. Pelanggan memberikan profit kepada perusahaan dan menjamin kelancaran bisnis perusahaan dalam jangka waktu panjang. Perusahaan harus memperhatikan hal yang berhubungan dengan keputusan pembelian pelanggan agar menarik pelanggan untuk menetapkan keputusannya untuk berbelanja di perusahaan tersebut. Lokasi dan kualitas pelayanan merupakan faktor penting dalam menjalankan suatu usaha dan pelayanan merupakan salah satu faktor yang tidak dapat dipisahkan dalam industri makanan dan minuman. Sedangkan lokasi adalah tempat dimana perusahaan menjalankan bisnis dan lokasi dengan akses yang mudah dan mudah dijangkau oleh pelanggan sehingga dapat menarik lebih banyak pelanggan karena ada faktor yang memudahkan pelanggan untuk mendapatkan dan membeli produk yang dibutuhkan. Penelitian ini bertujuan untuk mempelajari pengaruh lokasi dan kualitas pelayanan terhadap keputusan pembelian konsumen pada Baked at Laurence Medan. Penelitian ini dilakukan dengan metode kuantitatif, deskriptif, dan metode penelitian kausal dengan sampel sebanyak 97 responden diperoleh dengan metode simple random sampling dalam memperoleh data karena jumlah populasi yang tidak spesifik di Baked at Laurence, Medan. Berdasarkan hasil tersebut semua hipotesis diterima, dengan artian bahwa lokasi dan kualitas pelayanan berpengaruh secara parsial dan simultan terhadap keputusan pembelian konsumen pada Baked at Laurence Medan.

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