Analisis Keputusan Pembelian dari Salah Satu Cloud Kitchen PT. ABC Menggunakan Multiple Linear Regression

Dhanie, Valya Ika (2022) Analisis Keputusan Pembelian dari Salah Satu Cloud Kitchen PT. ABC Menggunakan Multiple Linear Regression. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi COVID-19 membuat PT ABC dan hampir semua perusahaan food and
beverages mengalami penerunan revenue yang sangat signifikan. Inovasi yang
dinilai paling efektif dan efisien untuk diaplikasikan saat ini adalah cloud kitchen.
Cloud kitchen merupakan salah satu food service yang tidak membutuhkan
keberadaan secara fisik dan mayoritas beroperasi melalui food delivery apps
(seperti GoFood, ShopeeFood, dan GrabFood). PT. ABC mempunyai beberapa
cloud kitchen, salah satunya adalah nayam, analisis keputusan pembelian
merupakan salah satu upaya dalam mengoptimalkan inovasi cloud kitchen PT.
ABC, 3 produk dipilih dalam penelitian ini yaitu produk dengan penjualan paling
tinggi, produk dengan penjualan paling rendah, dan produk yang baru saja
diluncurkan. Penelitian ini melalui tiga tahapan, yaitu pengumpulan data kuantitatif
(menggunakan kuisioner berskala likert) yang disebarkan secara online melalui
google form didapatkan 361 responden dan hanya 109 responden yang memenuhi
syarat, kemudian pemodelan data menggunakan metode multiple linear regression,
dan dilakukan analysis purchasing decision serta interpretasi hasil. Hasil dari
penelitian ini antara lain: faktor harga dan lokasi memberikan pengaruh positif
terhadap nilai akhir keputusan pembelian pelanggan untuk produk dengan
penjualan tertinggi (Nayam Sultan) dan produk dengan penjualan terendah (Nayam
Khatulistiwa) sedangkan untuk produk baru (Nayam Korea), faktor produk, harga
dan kebersihan memberikan pengaruh positif terhadap nilai akhir keputusan
pembelian pelanggan.
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The COVID-19 pandemic has caused PT ABC and almost all food and
beverage companies to experience a very significant decline in revenue. The
cloud kitchen is the most effective and efficient innovation being used
today. A cloud kitchen is a food service that does not require a physical
presence and is mostly delivered via food delivery apps (such as Gofood,
ShopeeFood, and GrabFood). PT. ABC has several cloud kitchens, one of it
is Nayam. Purchasing decision analysis is one of the efforts in optimizing
cloud kitchen innovation. Three products were selected in this study,
namely the product with the highest sales, the product with the lowest sales,
and the product that was recently launched. This research went through
three stages, collecting data (using Likert-scale questionnaire) that
distributed online via google form, obtained 361 respondents and only 109
respondents who met the requirements, then data modeling using multiple
linear regression, and last purchasing decision analysis and.interpretation of
the result were carried out. The results of this study are: price and location
factors have a positive influence on the final value of customer purchasing
decisions for products with the highest sales (Nayam Sultan) and products
with the lowest sales (Nayam Khatulistiwa) while for new products (Nayam
Korea), product factors, price, and cleanliness have a positive influence on
the final value of customer purchasing decisions.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Cloud Kitchen, Purchasing Decision Analysis, Multiple Linear Regression, COVID-19, Food Delivery Apps, Dine in Restaurant
Subjects: H Social Sciences > HA Statistics > HA31.3 Regression. Correlation
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: valya ika dhanie
Date Deposited: 16 Feb 2022 12:28
Last Modified: 24 Jan 2024 01:41
URI: http://repository.its.ac.id/id/eprint/94364

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