the influence of store image, food quality, and location on customer purchase decision at Literally Cafe Medan

Melisa, Melisa (2023) the influence of store image, food quality, and location on customer purchase decision at Literally Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Food and beverages industry is currently in a great demand and impacts the economies of Indonesia. However, Literally Cafe in Medan received some complaints on Google review regarding the store image whose brand ambassador was involved in scandal, and uncomfortable atmosphere, not appropriate portions, bad food plating, and bad taste. Location problems such as limited parking space and not visible in normal view. The purpose of this research is to find out the influence of store image (X1), food quality (X2), and location (X3) on the customer purchase decision (Y) at Literally Cafe Medan. In this research, the writer used quantitative, descriptive, and causal methods. Data is collected by distributing the questionnaires using Google Form. Population in this research are all customers of Literally Cafe. The total sample used is 80 people with non-probability sampling, which is convenience-sampling method. The results, all data has passed the validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression test, and the equation is Y=1.486+0.353X1+0.216X2+0.231X3. The results of hypothesis test showed that store image, food quality, and location partially and simultaneously influence customer purchase decision at Literally Café Medan. According to the coefficient of determination, the influence of three independent variables on customer purchase decision is 68.5%. Recommendations for Literally Café Medan are to change the brand ambassador and do collaboration with other influencers; maintain the consistency of food taste, improve food plating, and optimize the food color combination; renovate the building to become a larger area and rent a space for parking area. / Industri makanan dan minuman saat ini banyak diminati dan berdampak pada perekonomian di Indonesia. Namun, Literally Cafe di Medan menerima beberapa keluhan di Google review terkait citra toko yang duta mereknya terlibat dalam skandal dan suasana yang tidak nyaman, porsi yang tidak sesuai, seni penyajian makanan yang buruk dan rasa yang buruk. Permasalahan lokasi seperti lahan parkir yang terbatas dan tidak terlihat pada pandangan normal. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra toko (X1), kualitas makanan (X2), dan lokasi (X3) terhadap keputusan pembelian konsumen (Y) di Literally Cafe Medan. Dalam penelitian ini, penulis menggunakan metode kuantitatif, deskriptif, dan kausal. Pengumpulan data dilakukan dengan menyebarkan kuesioner menggunakan Google Form. Populasi dalam penelitian ini adalah seluruh pelanggan Literally Cafe. Jumlah sampel yang digunakan adalah 80 orang dengan non-probability sampling yaitu metode convenience-sampling. Hasilnya, semua data telah lolos uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas, uji regresi linier berganda dan diperoleh persamaan Y=1,486+0,353X1+0,216X2+0,231X3. Hasil pengujian hipotesis menunjukkan bahwa citra toko, kualitas makanan dan lokasi secara parsial dan simultan berpengaruh terhadap keputusan pembelian konsumen di Literally Café Medan. Berdasarkan koefisien determinasi, pengaruh ketiga variabel bebas terhadap keputusan pembelian konsumen sebesar 68,5%. Rekomendasi Literally Café Medan adalah mengganti brand ambassador dan melakukan kerjasama dengan influencer lainnya; menjaga konsistensi cita rasa makanan, meningkatkan food plating, dan mengoptimalkan kombinasi warna makanan; merenovasi bangunan menjadi area yang lebih luas dan menyewa tanah kosong untuk area parkir.

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