Pengaruh Kualitas Makanan Dan Citra Merek Terhadap Keputusan Pembelian Katering Sehat Dailee Healthy Club Di Masa Pandemi Covid-19

Alieffia, Destamara Dinda and Novi Haryati,, SP., MP and Anisa Aprilia,, SP., MP., M.BA. (2022) Pengaruh Kualitas Makanan Dan Citra Merek Terhadap Keputusan Pembelian Katering Sehat Dailee Healthy Club Di Masa Pandemi Covid-19. Sarjana thesis, Universitas Brawijaya.

Abstract

Penerapan hidup sehat dapat membantu individu untuk mendapatkan kesehatan yang prima. Pola hidup sehat diterapkan dengan melakukan aktivitas fisik dan mengatur asupan makanan yang dikonsumsi. Di masa pandemi COVID- 19 penerapan pola hidup sehat sangat diperlukan utuk membantu menjaga imunitas tubuh. Adanya kesadaran masyarakat untuk memulai hidup sehat di masa pandemi menjadi peluang usaha katering makanan sehat di Indonesia. Hal tersebut membuat masyarakat harus selektif dalam memilih katering sehat yang akan dikonsumsi, sehingga harus mempertimbangkan kualitas makanan dan citra merek dalam penentuan keputusan pembelian konsumen. Oleh karena itu, tujuan dalam penelitian ini adalah: (1) Untuk mengetahui pengaruh kualitas makanan terhadap keputusan pembelian Katering Sehat Dailee Healthy Club di masa pandemi COVID-19, (2) Untuk mengetahui pengaruh citra merek terhadap keputusan pembelian Katering Sehat Dailee Healthy Club di masa pandemi COVID-19. Lokasi penelitian dilakukan di salah satu jasa boga yang menawarkan produk katering sehat di Kota Malang yaitu Dailee Healthy Club. Jumlah sampel yang digunakan adalah sebanyak 55 sampel. Penentuan sampel menggunakan non- probability sampling dengan quota sampling. Pengumpulan data dilakukan menggunakan kuisioner online menggunakan google form yang disebarkan melalui media sosial. Teknik analisis data yang digunakan adalah metode SEM-PLS menggunakan software WarpPLS 7.0. Hasil penelitian menunjukkan bahwa variabel kualitas makanan berpengaruh secara positif dan signifikan terhadap keputusan pembelian Katering Sehat Dailee Healthy Club di masa pandemi COVID-19. Responden menilai Katering Sehat Dailee Healthy Club memiliki kualitas makanan yang baik sehingga mempengaruhi keputusan konsumen untuk melakukan pembelian dan konsumsi Katering Sehat tersebut. Adapun indikator variabel kualitas makanan yang digunakan dalam penelitian ini adalah rasa, higienitas, tingkat kesegaran, variasi menu serta sehat dan bergizi. Citra merek juga berpengaruh secara positif dan signifikan terhadap keputusan pembelian Katering Sehat Dailee Healthy Club di masa pandemi COVID-19. Indikator variabel citra merek yang digunakan dalam penelitan ini yaitu kepuasan terhadap produk, reputasi merek dan keunggulan merek. Berdasarkan hasil penelitian, responden menilai bahwa Dailee Healthy Club memiliki citra merek yang baik sehingga mempengaruhi keputusan pembelian Katering Sehat Dailee Healthy Club di masa pandemi COVID-19

English Abstract

The application of healthy lifestyle can help individuals to get excellent health. A healthy lifestyle is applied by doing physical activity and regulating the intake of food consumed. During the COVID-19 pandemic, the application of a healthy lifestyle is very necessary to help maintain immunity. The public awareness of healthy living during the pandemic is an opportunity for a healthy food catering business in Indonesia. People should be careful in choosing healthy catering to be consumed, so they must consider the quality of food and brand image in choosing consumer purchasing decisions.Therefore, the aims in this study are: (1) To determine the effect of food quality on Dailee Healthy Club Healthy Catering purchasing decisions during the COVID-19 pandemic, (2) To determine the effect of brand image on Dailee Healthy Club Healthy Catering purchasing decisions during the COVID-19 pandemic. The location of the research was conducted in one of the catering services that offer healthy catering products in Malang, namely Dailee Healthy Club. The number of samples used was 55 samples. Sample determination using non-probability sampling with quota sampling. Data collection was carried out using an online questionnaire using a google form which was distributed through social media. The data analysis technique used is SEM-PLS method using WarpPLS 7.0 software. The results showed that the food quality variable had a positive and significant effect on purchasing decisions for Dailee Healthy Club's Healthy Catering during the COVID-19 pandemic. Respondents assessed that Dailee Healthy Club's Healthy Catering had good food quality so that it influenced consumer purchase decisions and consume the Healthy Catering. The indicators of food quality variables used in this study were taste, food hygiene, level of freshness, menu variety, also healthy and nutritious. Brand image also has a positive and significant effect on the purchase decision of Dailee Healthy Club's Healthy Catering during the COVID-19 pandemic. Brand image variable indicators used in this research are product satisfaction, brand reputation, and brand excellence. Based on the research results, respondents considered that Dailee Healthy Club had a good brand image that influenced the purchase decision of Dailee Healthy Club's Healthy Catering during the COVID-19 pandemic

Other obstract

Item Type:	Thesis (Sarjana)
Identification Number:	0522040108
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Nur Cholis
Date Deposited:	22 Jul 2022 02:18
Last Modified:	22 Jul 2022 02:18
URI:	http://repository.ub.ac.id/id/eprint/192505

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