Pengaruh Digital Message Exposure Key Opinion Leaders Dan Perceived Quality Terhadap Brand Image Pada Prop Noodlebar Surabaya (Chinese Cuisine)

Manggala, Naufaldy Wahyu (2022) Pengaruh Digital Message Exposure Key Opinion Leaders Dan Perceived Quality Terhadap Brand Image Pada Prop Noodlebar Surabaya (Chinese Cuisine). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kehadiran sosial media di Indonesia semakin berkembang seiring berjalannya waktu. Persaingan semakin ketat dan kompetitor semakin mempertajam ruang kompetisi dengan menghadirkan produk-produk yang mirip bahkan menyempurnakan yang sudah ada. Prop Noodlebar Surabaya adalah restoran berbasis pecinan yang didirikan oleh mahasiswa ITS pada Januari 2022. Karena usaha Prop Noodlebar Surabaya masih baru, masih banyak ruang improvisasi dan peluang yang masih bisa diraih. Permasalan berawal dari ketidakhuan warga Surabaya mengenai apa itu Prop Noodlebar Surabaya dan apa konsep yang dibawanya. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh beberapa tools marketing terhadap persepsi warga Surabaya dalam mengenal Prop Noodlebar Surabaya berdasarkan penggunaan Key Opinion Leaders, Digital Message yang tersebar, dan Perceived quality yang didapatkan pelanggan. Penelitian ini menggunakan desain penelitian kuantitatif dengan pendekatan conclusive-descriptive. Pengumpulan data dilakukan dengan penyebaran kuesioner online kepada 89 responden yaitu pelanggan Prop Noodlebar Surabaya. Data dari 30 responden diuji terlebih dahulu menggunakan pilot test kemudian seluruh data yang dihimpun diolah menggunakan analisis PLS-SEM agar dapat mengetahui pengaruh dari masing masing variabel untuk merumuskan srategi yang tepat. Hasil temuan dari penelitian kuantitatif menunjukkan bahwa Prop Noodlebar membutuhkan key opinion leaders dan pengoptimalan konsistensi produk atau perceived quality untuk meningkatkan citra merek dan mempertahankan citra merek yang baik di mata customer, kemudian implikasi manajerial dilakukan berdasarkan data, observasi, dan diskusi bersama Prop Noodlebar.
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The presence of social media in Indonesia has been growing over time. Competition is getting fiercer and competitors are increasingly sharpening the competitive space by introducing similar products and even improving existing ones. Prop Noodlebar Surabaya is a Chinatown restaurant founded by ITS students in January 2022. Since the Prop Noodlebar Surabaya business is still new, there is still a lot of room for improvisation and possibilities that can still be realized. The problem stems from the nescience of the people of Surabaya about what Surabaya Noodlebar Prop is and what concept it carries. Thus, this study aims to determine the impact of some marketing tools on Surabaya residents' perceptions of Prop Noodlebar Surabaya based on the use of key influencers, distributed digital messages, and perceived quality received by customers. This study uses a quantitative study design with a conclusive-descriptive approach. Data was collected by distributing online questionnaires to 89 respondents, namely Prop Noodlebar Surabaya customers. Data from 30 respondents were tested first with a pilot test, and then all collected data was processed using PLS-SEM analysis to determine the impact of each variable on formulating the right strategy. The completion of this study is expected to help Prop Noodlebar Surabaya and other food and beverage businesses in their efforts to spread their brand image. The findings from quantitative research indicates that Prop Noodlebar Surabaaya requires keyopinion leaders and optimization of product consistency to improve brand image and maintain a good brand image in the eyes of customers then managerial implications are carried out based on data, observations, and discussions with Prop Noodlebar’s owners.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.834 3 Man p-1 2022
Uncontrolled Keywords:	Sosial Media, Conclusive-descriptive, Digital Message, Key Opinion Leaders, Perceived Quality, Brand Image
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	22 Jun 2023 07:57
Last Modified:	22 Jun 2023 07:57
URI:	http://repository.its.ac.id/id/eprint/98184

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