Kissyala, Robertho and Dr. Zainal Abidin,, S.Pi, MBA, MP (2023) Peran Citra Merek Sebagai Mediasi Pengaruh Kualitas Produk, Persepsi Harga, Promosi Terhadap Keputusan Pembelian Seafood Di Restoran Ocean Garden Outlet Soehat, Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Berkembangnya teknologi dalam bidang pemasaran membuat semakin tinggi tingkat persaingan dunia bisnis. Perusahaan akan dituntut lebih inovatif, dampak persaingan perusahaan akan mengarahkan perekonomian Indonesia ke pengembangan dan pengambilan fungsi market share (pangsa pasar). Strategi tersebut dapat diaplikasikan pada usaha makanan khususnya restoran seafood. Produk seafood tentunya memiliki prospek yang bagus dipasaran dan penyajian perilaku keputusan pembelian konsumen. Dengan adanya perilaku keputusan pembelian dapat memudahkan masyarakat dalam memilih dan mencari informasi pembelian produk. Penelitian ini bertujuan guna mengetahui pengaruh kualitas produk terhadap keputusan pembelian, kualitas produk terhadap citra merek, persepsi harga terhadap citra merek, persepsi harga terhadap keputusan pembelian, promosi terhadap citra merek, promosi terhadap keputusan pembelian, citra merek terhadap keputusan pembelian, peran citra merek memediasi hubungan kualitas produk terhadap keputusan pembelian, peran citra merek memediasi hubungan persepsi harga terhadap keputusan pembelian, serta peran citra merek memediasi hubungan promosi terhadap keputusan pembelian. Penelitian dilaksanakan pada bulan Maret – April 2023 di restoran Ocean Garden Soehat dengan menggunakan pendekatan deskriptif kuantitatif. Adapun sampel yang digunakan dalam penelitian ini berjumlah 150 orang yang pernag melakukan kunjungan di restoran Ocean Garden Soehat dalam kurung waktu satu tahun terakhir dengan minimal 17 tahun. Adapun analisis data yang digunakan yaitu dengan menggunakan WarpPLS SEM Method serta analisis deskriptif. Hasil penelitian ini menunjukkan bahwa Kualitas Produk tidak berpengaruh signifikan terhadap keputusan pembelian namun tidak signifikan melalui mediasi Citra Merek, Persepsi harga berpengaruh signifikan terhadap keputusan pembelian namun tidak signifikan melalui mediasi Citra Merek, Promosi berpengaruh signigikan terhadap keputusan pembelian baik secara langsung maupun melalui mediasi Citra Merek, dan Citra Merek berpengaruh signifikan terhadap keputusan pembelian. Hal ini menunjukan promosi dan citra merek sebagai strategi pemasaran yang efektif. Pada penelitian selanjutnya diharapkan untuk mengembangkan model yang sudah ada dengan rentang waktu yang lebih luas serta menambahkan variabel lain terhadap pengaruh keputusan berkunjung. Saran bagi pengelola restoran adalah agar terus mempertahankan serta mengembangkan pemasaran untuk meningkatkan kunjungan di restoran Ocean Garden Soehat.
English Abstract
The development of technology in the field of marketing makes the level of competition in the business world even higher. Companies will be required to be more innovative, the impact of corporate competition will direct the Indonesian economy to develop and take over the function of market share (market share). This strategy can be applied to food businesses, especially seafood restorants. Seafood products certainly have good prospects in the market and presentation of consumer buying decision behavior. With the behavior of purchasing decisions can make it easier for people to choose and find information on product purchases. This study aims to determine the effect of product quality on purchasing decisions, product quality on brand image, perceived price on brand image, perceived price on purchasing decisions, promotion of brand image, promotion of purchasing decisions, brand image on purchasing decisions, the role of brand image mediating the relationship between product quality and purchasing decisions, the role of brand image mediates the relationship between perceived price and purchasing decisions, and the role of brand image mediates the relationship between promotion and purchasing decisions. The research was conducted from March to April 2023 at the Ocean Garden Soehat restorant using a quantitative descriptive approach. The sample used in this study was 150 people who had visited the Ocean Garden Soehat restorant within the last one year with a minimum age of 17 years. The data analysis used is by using the WarpPLS SEM Method and descriptive analysis. The results of this study indicate that Product Quality has no significant effect on purchasing decisions but not significant through Brand Image mediation, Price perception has a significant effect on purchasing decisions but not significant through Brand Image mediation, Promotion has a significant effect on purchasing decisions either directly or through Brand Image mediation , and Brand Image has a significant effect on purchasing decisions. This shows promotion and brand image as an effective marketing strategy. In future research, it is expected to develop existing models with a wider time span and add other variables to the influence of visiting decisions. Suggestions for restorant managers are to continue to maintain and develop marketing to increase visits to the Ocean Garden Soehat restorant.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523080669 |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Sosial Ekonomi Agrobisnis Perikanan |
| Depositing User: | soegeng Moelyono |
| Date Deposited: | 03 Jan 2024 06:58 |
| Last Modified: | 03 Jan 2024 06:58 |
| URI: | http://repository.ub.ac.id/id/eprint/205810 |
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