the influence of brand image service quality and social media marketing on purchase decision at Upper Terrace Cafe Medan

Tania, Estevani (2023) the influence of brand image service quality and social media marketing on purchase decision at Upper Terrace Cafe Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The culinary business nowadays is being hunted by the public. Upper Terrace is a café that specializes in vegetarian cuisine. Brand Image of Upper Terrace Café, Medan is not well known by many people because there is still a lack of promotion, the service still lacking, and the social media there is a lack of promotion that attracts the attention of the public. The purpose of this study was to find out whether brand image, service quality and marketing on social media can influence purchasing decisions at Upper Terrace Café, Medan. This study uses a quantitative method with a descriptive research design. The population of this study are all customers who have visited the Upper Terrace Café, Medan. The sample used was 156 respondents who were distributed using a convenience sampling technique. The data analysis methods used in this study were tests for normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, coefficient of determination, and hypothesis testing. The results of partial hypothesis testing show that brand image, service quality and social media marketing have a positive and significant effect on purchasing decisions. In testing simultaneously brand image, service quality and social media marketing have a positive and significant effect on purchasing decisions. The coefficient of determination shows 42.8% influence on purchasing decisions. From the results of the analysis, Upper Terrace must be able to promote their brand image, improve service quality and increase promotions on social media platforms./ Bisnis kuliner saat ini sedang diburu oleh masyarakat. Upper Terrace adalah kafe yang khusus menyajikan masakan vegetarian. Brand Image Upper Terrace Café Medan kurang dikenal oleh banyak orang karena masih kurangnya promosi, pelayanan masih kurang, dan media sosial masih kurang promosi yang menarik perhatian masyarakat.Tujuan penelitian ini adalah untuk mengetahui apakah citra merek, kualitas pelayanan dan pemasaran pada media sosial dapat mempengaruhi keputusan pembelian di Upper Terrace Café Medan. Penelitian ini menggunakan metode kuantitatif dengan desain penelitian deskriptif. Populasi dari penelitian ini adalah seluruh pelanggan yang pernah berkunjung. Sampel yang digunakan sebanyak 156 responden yang disebarkan menggunakan teknik convenience sampling. Metode analisis data yang digunakan adalah uji normalitas, multikolinearitas, heteroskedastisitas, analisis regresi linier berganda, koefisien determinasi, dan pengujian hipotesis.Hasil pengujian hipotesis secara parsial menunjukkan bahwa citra merek, kualitas pelayanan dan pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Pada pengujian secara simultan citra merek, kualitas pelayanan dan pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi menunjukkan 42,8% pengaruhnya terhadap keputusan pembelian. Dari hasil analisis tersebut, Upper Terrace harus dapat mempromosikan citra merek mereka, meningkatkan kualitas pelayanan dan meningkatkan promosi di platform media sosial.

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