the influence of instagram social media, brand image, and store atmosphere on customer purchasing intention at Sippin Indonesia Dr Mansyur branch Medan

Alifia, Syafanisa (2023) the influence of instagram social media, brand image, and store atmosphere on customer purchasing intention at Sippin Indonesia Dr Mansyur branch Medan. Bachelor thesis, Universitas PelitaHarapan.

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Abstract

CV Pangan Kreasi Nusantara or better known as Sippin Indonesia is a company engaged in the business of selling bubble tea. The company experienced a decline in sales due to reduced buying intention. The purpose of this study was to look at the problems experienced by Instagram social media, brand image and store atmosphere that affect customer purchase intentions. Consumers will buy products if their assessment of the products reveals that the products they buy are well-known through social media; customers will buy if the product's brand image is good; and customers will place a higher value on a comfortable store environment. Quantitative research with descriptive and causal studies was used to analyze a sample of 150 customers. Respondents were Sippin Indonesia customers who were taken using convenience sampling. The distribution of the questionnaires carried out has passed the validity and reliability tests. The data tested also passed the normality test, multicollinearity test, heteroscedasticity, and multiple linear regression tests. From the hypothesis test with the results of the F test (16,692 > 2.44) that social media, brand image and store atmosphere simultaneously influence customer purchase intentions at Sippin Indonesia and the result of t test that social media (4.308 > 1.976), brand image (3.271 > 1.976), and store atmosphere (3.168 > 1.976) partially influence customer purchase intention at Sippin Indonesia. It is possible to suggest this to companies in order to boost their Instagram followers like collaborate with Instagram celebrity or make more promotion that can attract more intention of people, offer services that help customers remember their brand like boost more promotion thus can reach more people, and still leave room for spacious entrances that improve customer convenience. / CV Pangan Kreasi Nusantara atau yang lebih dikenal dengan Sippin Indonesia merupakan perusahaan yang bergerak di bidang usaha penjualan bubble tea. Perusahaan mengalami penurunan penjualan yang disebabkan berkurangnya minat beli. Tujuan penelitian ini untuk melihat permasalahan yang dialami sosial media instagram, citra merek dan suasana toko berpengaruh terhadap niat beli pelanggan. Konsumen akan membeli produk jika penilaiannya terhadap produk mengungkapkan bahwa produk yang dibelinya terkenal melalui media sosial; pelanggan akan membeli jika citra merek produk itu baik; dan pelanggan akan menempatkan nilai yang lebih tinggi pada lingkungan toko yang nyaman. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 150 pelanggan. Respondennya adalah pelanggan Sippin Indonesia yang diambil dengan menggunakan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (16.692 > 2,44) bahwa sosial media, citra merek dan suasana toko secara simultan berpengaruh terhadap niat pembelian pelanggan pada Sippin Indonesia dan hasil uji t bahwa media sosial (4,308 > 1,976), citra merek (3,271 > 1,976), dan atmosfir toko (3,168 > 1,976) secara parsial berpengaruh terhadap niat beli konsumen di Sippin Indonesia. Dapat direkomendasikan kepada perusahaan, untuk meningkatkan follower sosial media Instagram perusahaan seperti berkolaborasi dengan selebritas Instagram atau membuat lebih banyak promosi yang dapat menarik lebih banyak minat orang, memberikan solusi agar citra merek dapat dengan mudah diingat pelanggan seperti meningkatkan lebih banyak promosi sehingga dapat menjangkau lebih banyak orang, dan tetap memberikan ruang untuk pintu masuk yang lebar sehingga dapat meningkatkan kenyamanan pelanggan.

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