the effect of advertisement and word of mouth toward consumer purchase decision at Ta Shanghai Restaurant Medan

Anggola, Christy (2023) the effect of advertisement and word of mouth toward consumer purchase decision at Ta Shanghai Restaurant Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Ta Shanghai is one of the typical places with authentic Chinese food which is located at Multa Tuli Raya Street No. 123 Blok SF, Medan, here consumers can enjoy Chinese food cooked by a professional chef. The phenomenon of the problem that occurs is that consumer purchasing decisions at restaurants begin to decline from year to year. Lots of new restaurants continuously advertise the food menu and the atmosphere of the restaurant which attracts consumers to try it and when consumers feel the menu is served according to their tastes, consumers will feel at home to always visit. As for Ta Shanghai itself, it only advertises its dishes with banners and is very rarely seen advertising its menu or restaurant atmosphere on social media as other restaurants do. In addition, poor word of mouth or from the results of consumer reviews who have experienced visiting make consumers less interested in visiting and coming to make purchases. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test. The results of the study indicate that partially or simultaneously there is a positive and significant influence of advertisement and word of mouth on purchase decision at Ta Shanghai Restaurant. It can be suggested that Ta Shang Hai is advised to be able to increase his advertising activities where this can be done by utilizing various media effectively and efficiently in reaching a broad target market. Ta Shang Hai also advised to be able to increase word of mouth activities where the main strategy of word of mouth is to provide the best service to consumers. / Ta Shanghai merupakan salah satu tempat makan khas China otentik yang terletak di jalan Multa Tuli Raya No. 123 Blok SF, Medan, di sini konsumen dapat menikmati masakan China yang dimasak oleh chef profesional. Fenomena permasalahan yang terjadi adalah keputusan pembelian konsumen pada restoran mulai menurun dari tahun ke tahun. Banyak sekali restoran-restoran baru yang terus menerus mengiklankan menu makanan dan suasana restoran yang menarik konsumen untuk mencobanya dan ketika konsumen merasa menu yang disajikan sesuai dengan selera maka konsumen akan betah untuk selalu berkunjung. Sedangkan untuk Ta Shanghai sendiri hanya mengiklankan masakannya dengan spanduk dan sangat jarang terlihat mengiklankan menu atau suasana restorannya di Media Sosial seperti yang dilakukan oleh restoran lainnya. Selain itu, word of mouth yang kurang baik atau dari hasil review konsumen yang sudah berpengalaman berkunjung membuat konsumen kurang tertarik untuk berkunjung dan datang untuk melakukan pembelian. Penyebaran kuesioner telah lulus uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan terdapat pengaruh positif dan signifikan iklan dan word of mouth terhadap keputusan pembelian pada Restoran Ta Shanghai. Dapat disarankan Ta Shang Hai disarankan untuk dapat meningkatkan kegiatan periklanannya dimana hal ini dapat dilakukan dengan memanfaatkan berbagai media secara efektif dan efisien dalam menjangkau target pasar yang luas. Ta Shang Hai juga berpesan untuk dapat meningkatkan kegiatan word of mouth dimana strategi utama word of mouth adalah memberikan pelayanan yang terbaik kepada konsumen.

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