PENGARUH CITRA MEREK WARUNK UPNORMAL ALAM SUTERA TERHADAP MINAT BERKUNJUNG

BILAL, MUHAMMAD (2024) PENGARUH CITRA MEREK WARUNK UPNORMAL ALAM SUTERA TERHADAP MINAT BERKUNJUNG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Indonesia is a country that produces large natural products. With this, Indonesia has millions of potential from several sectors. Especially in the cafe and restaurant sector, this has a very positive impact on the progress of the Indonesian nation. One of them gathering in a cafe or coffee shop for now is one part of a person's lifestyle. Many cafes or coffee shops want to win the hearts of visitors, how do you get visitors to return to that place. In this study, researchers used two main variables, namely: Brand Image and Visiting Interest. The dimensions of brand image consist of: quality, brand association support, and brand association strength. While the dimensions of interest in visiting consist of: product, price, promotion, location, service, facilities, and atmosphere. Researchers used incidental sampling technique in sampling, while the object in this study was the customer from Warunk Upnormal Alam Sutera with a total sample of 97 respondents by distributing questionnaires. Statistical tests used are: simple regression test, analysis of the coefficient of determination, and t-test.. The results in this study indicate that there is an influence between the Brand Image (X) variable on the Visiting Interest variable (Y) of 0.274 or equivalent to 27.4%. The characteristics of the respondents are dominated by women as much as 56.5%. And for the age is dominated by the age of 15-25 years as much as 54.7%. The results of the study show that Brand Image affects Visiting Interest, so that the higher the Brand Image, the higher the level of Visiting Interest and vice versa if the Brand Image is low, the level of Visiting Interest is also low. Keywords: Brand Image, Visiting Interest, Visit Decision, Brand Corporate Indonesia adalah negara dengan menghasilkan hasil alam yang besar. Dengan ini Indonesia memiliki jutaan potensi dari beberapa sektor. Khususnya di sektor cafe dan restoran, hal ini memberikan dampak yang sangat positif bagi kemajuan bangsa Indonesia. Salah satunya berkumpul di cafe atau coffee shop untuk saat ini adalah salah satu bagian dari pola hidup seseorang. Banyak cafe atau coffee shop yang ingin mendapatkan hati dari pengunjung, bagaimana caranya agar para pengunjung dapat kembali ke tempat tersebut. Dalam penelitian ini, peneliti menggunakan dua variabel utama yaitu: Citra Merek dan Minat Berkunjung. Adapun dimensi citra merek terdiri dari: kualitas mutu, dukungan asosiasi merek, dan kekuatan asosiasi merek. Sedangkan dimensi minat berkunjung terdiri dari: produk, harga, promosi, lokasi, pelayanan, fasilitas, dan suasana. Peneliti menggunakan teknik Inssidental sampling dalam pengambilan sampel, adapun objek dalam penelitian ini adalah Pelanggan dari Warunk Upnormal Alam Sutera dengan total sampel sebanyak 97 responden dengan menyebarkan kuesioner. Uji statistik yang digunakan yaitu: uji regresi sederhana, analisis koefisien determinasi, dan uji-t. Hasil dalam penelitian ini menunjukkan bahwa terdapat pengaruh antara variabel Citra Merek (X) terhadap variabel Minat Berkunjung (Y) sebesar 0,274 atau setara dengan 27,4%. Adapun karakteristik repsonden di dominasi oleh Perempuan sebanyak 56.5%. Dan untuk umur didominasi oleh umur 15-25 tahun sebanyak 54,7%. Hasil penelitian menunjukan bahwa Citra Merek mempengaruhi Minat Berkunjung, sehingga semakin tingginya Citra Merek maka akan semakin tinggi pula tingkat Minat Berkunjung dan sebaliknya apabila Citra Merek rendah maka tingkat Minat Berkunjung juga rendah. Kata Kunci: Citra Merek, Minat Berkunjung, Keputusan Berkunjung, Citra Perusahaan

Item Type: Thesis (S1)
Call Number CD: FK/PR. 24 245
NIM/NIDN Creators: 44217010103
Uncontrolled Keywords: Citra Merek, Minat Berkunjung, Keputusan Berkunjung, Citra Perusahaan
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.6 Public Utilities and Related Topics/Masalah Utilitas Umum
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: khalimah
Date Deposited: 05 Nov 2024 05:53
Last Modified: 05 Nov 2024 05:53
URI: http://repository.mercubuana.ac.id/id/eprint/92754

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