HARGA, RASA, ATAU CITRA? MENELUSURI DETERMINAN KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN KOREA DI ERA KULINER KOMPETITIF

RIZKA DWI AMELIA, . (2026) HARGA, RASA, ATAU CITRA? MENELUSURI DETERMINAN KEPUTUSAN PEMBELIAN KONSUMEN RESTORAN KOREA DI ERA KULINER KOMPETITIF. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (900kB)
	Text BAB I.pdf Download (350kB)
	Text BAB II.pdf Restricted to Registered users only Download (447kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (430kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (937kB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (318kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (311kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (429kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh price perception, product quality, dan brand image terhadap purchase intention dan purchase decision konsumen restoran Korea Reddog di Jakarta. Penelitian ini dilatarbelakangi oleh pesatnya pertumbuhan industri kuliner Korea di Indonesia serta adanya ketidakkonsistenan hasil penelitian terdahulu terkait faktor-faktor yang memengaruhi niat beli dan keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data primer dikumpulkan melalui kuesioner yang disebarkan secara online kepada 200 responden yang pernah membeli produk Reddog. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian menunjukkan bahwa price perception, product quality, dan brand image berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, price perception, product quality, brand image, dan purchase intention juga terbukti berpengaruh positif dan signifikan terhadap purchase decision. Temuan ini mengindikasikan bahwa persepsi harga yang wajar, kualitas produk yang baik, serta citra merek yang positif mampu meningkatkan niat beli konsumen yang pada akhirnya mendorong keputusan pembelian. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan kajian perilaku konsumen serta memberikan implikasi praktis bagi manajemen Reddog dalam merumuskan strategi pemasaran yang lebih efektif untuk meningkatkan daya saing dan penjualan. ***** This study aims to analyze the effects of price perception, product quality, and brand image on purchase intention and purchase decision of consumers at Korean restaurant Reddog in Jakarta. This research is motivated by the rapid growth of the Korean culinary industry in Indonesia and the inconsistencies found in previous studies regarding the determinants of consumers’ purchase intention and purchase decision. This study employs a quantitative approach using a survey method. Primary data were collected through online questionnaires distributed to 200 respondents who had previously purchased Reddog products. The sampling technique used was purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software. The results indicate that price perception, product quality, and brand image have a positive and significant effect on purchase intention. Furthermore, price perception, product quality, brand image, and purchase intention also have a positive and significant effect on purchase decision. These findings suggest that fair price perception, high product quality, and a positive brand image can enhance consumers’ purchase intention, which subsequently leads to purchase decision. This study is expected to contribute theoretically to consumer behavior literature and practically to provide managerial insights for Reddog in developing effective marketing strategies to enhance competitiveness and sales performance.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 33217 not found.
Date Deposited:	18 Feb 2026 08:33
Last Modified:	18 Feb 2026 08:33
URI:	http://repository.unj.ac.id/id/eprint/65430

Actions (login required)

View Item