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All Journal RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL
Wardanah, Iga Dwi
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Religion Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Brand Image terhadap Keputusan Pembelian di Restoran Bakmie Kalimantan Hin Lie Wardanah, Iga Dwi; Paulana, Usmarus
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.4782

Abstract

Most of the consumers who come to the Bakmie Kalimantan Hin Lie Restaurant are consumers who have high trust and a positive view of the brand image in the restaurant. In addition, the Bakmie Kalimantan Hin Lie Restaurant has unique characteristics and advantages which most restaurants do not have. Therefore, this study was conducted to determine the effect of Brand Image in three dimensions, namely the dimensions of Strength, Uniqueness and Favorable on purchasing decisions at Bakmie Kalimantan Hin Lie Restaurant. This study used quantitative methods and data collection techniques were carried out using questionnaires and interviews. Then, the researcher used the Nonprobability Sampling technique with the Purposive Sampling method to determine a research sample. Then the researchers used the Pearson Product Moment formula to measure the validity test and used the Alpha Cronbach technique to measure the reliability test. The analytical method used in this study is a simple linear regression analysis method using the SPSS Version 25 application.Based on the results of data analysis carried out, it is simultaneously proven that there is a positive and significant influence on consumer purchasing decisions at the Bakmie Kalimantan Hin Lie Restaurant, this can be seen from the Strenghtness dimension, the value of tcount on the Strenghtness dimension is 2.302 and the sig value obtained is 0.023, then for the Uniqueness dimension, the tcount value for the Uniqueness dimension is 1,110 and the sig value is 0.270 and the last for the Favorable dimension, the tcount value for the Favorable dimension is 0.390 and the sig value is 0.697. then with the value of Fcount on the Brand Image variable of 5.939 and the sig value of 0.017. Keywords: Brand Image, Purchase Decision, Restaurant
Pengaruh Store Atmosphere dan Harga terhadap Keputusan Pembelian di Golden Leaf Restaurant Kelapa Gading Wardanah, Iga Dwi; Budiarto, Samuel Felix; Dewantara, Yudhiet Fajar
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.4817

Abstract

The increase in consumption of Chinese dishes in recent years has occurred worldwide and has also occurred in Indonesia. With the increasing interest in buying and consuming Chinese dishes, it also affects the growth of restaurants, especially Chinese restaurants, with the existence of intense competition with the atmosphere of each shop having its own uniqueness or characteristics. This study aims to find out whether Store Atmosphere and Prices have an influence on Consumer Purchase Decisions. This research was conducted at a Chinese restaurant in Kelapa Gading, North Jakarta, namely Golden Leaf Restaurant. This research was conducted for the reason that there was an increase in sales due to the available Store Atmosphere and the prices provided for restaurant dishes, namely Chinese dishes at the Golden Leaf Kelapa Gading Restaurant. This research uses quantitative research, the analytical method used is descriptive statistics, the research instrument test consists of a validity test and a reliability test. Then there are the classic assumptions consisting of normality tests, multicollinearity tests, and heteroscedasticity tests. Finally, there is a hypothesis test consisting of a T test, F test, test of the coefficient of determination, and multiple linear regression tests. The sample used in this study was 97 people with the respondent's criteria, namely having made transactions and visits at the Golden Leaf Kelapa Gading Restaurant, North Jakarta. The results of this study are that all the independent variables tested have a positive and significant effect on the dependent variable. The suggestions from this research are to maintain, maintain, and improve the design of the Store Atmosphere for the future as well as adjust the price range which can be said to be superior because it has affordable dish prices, and suggestions for further research can conduct research with different variables such as location, product diversity, product quality, and so on. Keywords: store atmosphere, prices, and purchase decisions
Co-Authors Budiarto, Samuel Felix Dewantara, Yudhiet Fajar Paulana, Usmarus