Ferren, Ferren (2024) The influence of brand image and product quality toward customer purchase decision at Shihlin Taiwan Street Snacks in Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
In the ongoing time of globalization, society’s life right now has grown
quickly. It is affecting the patterns of the way people consumption. When Shihlin
first entered the Indonesian market, the enthusiasm of customer purchase are in
high demand and stated in top brand index, but every business will face problems
of the company same as Shihlin where the is an inconsistency of their quality.
The purpose of this research is to find out the influence of the independent
variables, named Brand Image and Product Quality to the dependent variable,
which is Customer Purchase Decision. The hypothesis has three to be tested.
Quantitative research was employed in this study. The use of the
questionnaire serves as the source of the data. Online journals and internet data
are used to be the secondary data. 101 participants made up the non-probability
sampling method’s entire in this study. Moreover, SPSS 25.0 is being used to
operate the data.
The research object is Shihlin Taiwan Street Snacks in Sun Plaza Medan, a
Food and Beverage business specializing in crispy fried chicken which is located
at Jl. KH. Zainul Arifin No.7, Madras Hulu, Kec. Medan Polonia, Kota Medan,
Sumatera Utara 20152. The result shows that Brand Image and Product Quality
has significant effect and simultaneously influence towards Customer Purchase
Decision, with the regression of coefficient value is 0.450 for Brand Image and
0.329 for Product Quality. The determination of coefficient is 0.394, it can be
concluded that the independent variables can explain 39.4% of the independent
variables, while the remaining 60.6% is explained by other variables. / Di era globalisasi yang sedang berlangsung, kehidupan masyarakat saat
ini telah berkembang pesat. Hal ini mempengaruhi pola cara konsumsi
masyarakat. Ketika Shihlin pertama kali masuk ke pasar Indonesia, antusiasme
pembelian pelanggan sangat tinggi dan masuk dalam top brand index, namun
setiap pelaku bisnis pasti akan menghadapi permasalahan dari perusahaan
seperti Shihlin yaitu ketidakkonsistenan kualitasnya.
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh variabel
independen yaitu Citra Merek dan Kualitas Produk terhadap variabel dependen
yaitu Keputusan Pembelian Pelanggan. Hipotesisnya ada tiga yang harus diuji.
Penelitian kuantitatif digunakan dalam penelitian ini. Penggunaan
kuesioner berfungsi sebagai sumber data. Jurnal online dan data internet
digunakan sebagai data sekunder. Terdapat 101 partisipan yang seluruhnya
menggunakan metode non-probability sampling dalam penelitian ini. Selain itu,
SPSS 25.0 digunakan untuk mengoperasikan data.
Objek penelitiannya adalah Shihlin Taiwan Street Snacks di Sun Plaza
Medan merupakan sebuah usaha Makanan dan Minuman spesialis ayam goreng
crispy yang berlokasi di Jalan KH. Zainul Arifin No.7, Madras Hulu, Kec. Medan
Polonia, Kota Medan, Sumatera Utara 20152. Hasil penelitian menunjukkan
bahwa Citra Merek dan Kualitas Produk mempunyai pengaruh yang signifikan
dan simultan terhadap Keputusan Pembelian Pelanggan, dengan nilai koefisien
regresi sebesar 0,450 untuk Citra Merek dan 0,329 untuk Kualitas Produk.
Besarnya koefisien determinasi sebesar 0,394 maka dapat disimpulkan bahwa
variabel independen mampu menjelaskan 39,4% variabel independen, sedangkan
sisanya sebesar 60,6% dijelaskan oleh variabel lain.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Ferren, Ferren NIM03013200047 ferrenfeb06@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Bukidz, Danny Philipe NIDN0112128104 UNSPECIFIED |
Uncontrolled Keywords: | Brand Image ; Product Quality ; Shihlin |
Subjects: | T Technology > T Technology (General) > T201 Patents. Trademarks |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Ferren Ferren |
Date Deposited: | 15 Feb 2024 11:26 |
Last Modified: | 15 Feb 2024 11:26 |
URI: | http://repository.uph.edu/id/eprint/62000 |