Vanessa, Vanessa (2023) The influence of brand image and servicescape on customers' buying interest at Ya Kun Kaya Toast Sun Plaza. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
One coffee shop that is already known is Ya Kun Kaya Toast, both those who have known in the country of origin of this coffee shop. Ya Kun Kaya Toast
Sun Plaza experienced a decline in customers’ buying interest that can be seen
from the sales this was suspected due to Brand Image and Servicescape.The
objectives of this research are investigate whether Brand Image and Servicescape
have influence on Customers’ Buying Interest at Ya Kun Kaya Toast Sun Plaza.
Brand Image and Servicescape have an important role in shaping
Customers Buying Interest.
In this research, the writer used quantitative research design, descriptive
and causal. The sampling technique used was Convenience sampling. The sample
size was 100 respondents.
This research also passed the validity test, reliability test, normality test,
multicollinearity test, heteroscedasticity test, linearity test, multiple linear
regression test. The result of hypothesis test, Brand image and servicescape have
partial and simultaneous effect on customer buying interest at Ya Kun Kaya Toast
Sun Plaza. Furthermore, Brand Image and Servicescape have 41.8% influence on
customer buying interest.
Recommendations for Ya Kun Kaya Toast Sun Plaza can a selection of
colors that can affect the comfort and conformity with the logo so that customers
can identify well to Ya Kun Kaya Toast Sun Plaza and use multi-functional
furniture so that it can be arranged properly and neatly. / Salah satu kedai kopi yang sudah dikenal adalah Ya Kun Kaya Toast,
keduanya yang sudah mengenalnya di negara asal kedai kopi ini. Ya Kun Kaya
Toast Sun Plaza mengalami penurunan minat beli pelanggan yang terlihat dari
penjualannya hal ini diduga karena Brand Image dan Servicescape. Tujuan dari
penelitian ini adalah menyelidiki apakah Brand Image dan Servicescape
berpengaruh terhadap Minat Beli Pelanggan di Ya Kun Kaya Toast Sun Plaza.
Citra Merek dan Lanskap Layanan memiliki peran penting dalam
membentuk Minat Beli Pelanggan.
Dalam penelitian ini, penulis menggunakan rancangan penelitian
kuantitatif, deskriptif dan kausal. Teknik sampling yang digunakan adalah
Convenience sampling. Ukuran sampel adalah 100 responden.
Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji
multikolinearitas, uji heteroskedastisitas, uji linearitas, uji regresi linier
berganda. Hasil uji hipotesis, Brand image dan servicescape berpengaruh parsial
dan simultan terhadap minat beli pelanggan di Ya Kun Kaya Toast Sun Plaza.
Selain itu, Brand Image dan Servicescape memiliki pengaruh sebesar 41,8%
terhadap minat beli pelanggan.
Rekomendasi Ya Kun Kaya Toast Sun Plaza dapat pemilihan warna yang
dapat mempengaruhi kenyamanan dan kesesuaian dengan logo sehingga
pelanggan dapat mengidentifikasikan diri dengan baik pada Ya Kun Kaya Toast
Sun Plaza dan menggunakan furnitur multi fungsi agar dapat tertata dengan baik
dan rapi.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Vanessa, Vanessa NIM03013200055 Vanessatj030@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Santris, Billy NIDN0129109003 UNSPECIFIED |
Uncontrolled Keywords: | Brand image; Servicescape; Customers buying interest |
Subjects: | T Technology > TX Home economics T Technology > TX Home economics > TX 901-953 Hospitality Industry |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Vanessa Vanessa |
Date Deposited: | 14 Feb 2024 11:57 |
Last Modified: | 14 Feb 2024 11:57 |
URI: | http://repository.uph.edu/id/eprint/61891 |