Pengaruh Brand Image, Store Atmosphere dan EWOM terhadap Purchase Intention pada Produk Pizza Hut di Jakarta Barat
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Abstract
Tujuan dari penelitian ini adalah pertama, untuk menguji pengaruh dari brand image, store atmosphere dan ewom terhadap purchase intention pada produk Pizza Hut di Jakarta Barat. Penelitian ini juga bertujuan untuk memberikan pemahaman lebih mendalam mengenai faktor-faktor yang mempengaruhi keputusan pembelian pelanggan di sektor restoran cepat saji, khususnya Pizza Hut. Jumlah sampel yang digunakan dalam penelitian ini sebesar 160 responden berupa pelanggan Pizza Hut di Jakarta Barat yang diambil menggunakan metode non-probability sampling dengan teknik purposive sampling. Responden yang dipilih memiliki pengalaman berkunjung dan membeli produk dari Pizza Hut di Jakarta Barat. Teknik pengolahan data dalam penelitian ini menggunakan metode persamaan structural dengan melalui software SmartPLS 4.0 untuk menganalisis hubungan antar variabel. Hasil penelitian menunjukkan bahwa pertama, store atmosphere tidak memiliki pengaruh positif terhadap purchase intention pada produk Pizza Hut di Jakarta Barat. Hal ini mengindikasikan bahwa faktor suasana toko tidak berpengaruh signifikan terhadap niat beli pelanggan. Namun, brand image berpengaruh positif terhadap purchase intention produk Pizza Hut di Jakarta Barat, yang mengindikasikan bahwa persepsi positif terhadap merek dapat meningkatkan minat beli. Selain itu, EWOM juga berpengaruh positif terhadap purchase intention pada produk Pizza Hut di Jakarta Barat, menunjukkan bahwa informasi yang dibagikan melalui word-of-mouth elektronik dapat memperkuat keputusan pembelian pelanggan.
The aim of this study is first, to examine the effect of brand image, store atmosphere, and ewom on purchase intention for Pizza Hut products in West Jakarta. This study also aims to provide a deeper understanding of the factors that influence customer purchasing decisions in the fast-food sector, specifically Pizza Hut. The sample used in this study consists of 160 respondents who are customers of Pizza Hut in West Jakarta, selected using a non-probability sampling method with purposive sampling technique. The respondents have visited and purchased products from Pizza Hut in West Jakarta. Data analysis in this study uses structural equation modeling through SmartPLS 4.0 software to analyze the relationships between variables. This study showed that first, store atmosphere does not have a positive effect on purchase intention for Pizza Hut products in West Jakarta. This indicates that the store ambiance does not significantly influence customers' purchase intentions. However, brand image has a positive effect on purchase intention for Pizza Hut products in West Jakarta, suggesting that a positive perception of the brand can increase purchase interest. Additionally, EWOM has a positive effect on purchase intention for Pizza Hut products in West Jakarta, indicating that information shared through EWOM can strengthen customers' purchasing decisions.
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