Pengaruh Persepsi Pelanggan dan Visual Complexity pada Food Photography terhadap Niat Pembelian di Masa Pandemi COVID-19

Puspahati, Nadia (2021) Pengaruh Persepsi Pelanggan dan Visual Complexity pada Food Photography terhadap Niat Pembelian di Masa Pandemi COVID-19. Undergraduate thesis, Institut Teknologi Sepuluh Nopmeber.

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Abstract

Seiring dengan berjalannya waktu, penjualan makanan secara online mulai banyak dilakukan. Sejak pandemi COVID-19, banyak pemilik usaha yang beralih dari penjualan offline menjadi penjualan online, terutama untuk bisnis makanan dan minuman atau food and beverages (FnB). Platform yang sering digunakan untuk para online food shop adalah Instagram. Namun, tidak sedikit pemilik usaha yang tidak mengerti cara menampilkan visualisasi dengan baik dan kini para fotografer mulai menawarkan bantuan mereka, terutama dalam bidang food photography. Jasa food photography dapat membantu online shop karena memperhatikan visual complexity ketika membuat foto katalog, namun hingga saat ini belum banyak penelitian yang meneliti tentang visual complexity dan apakah persepsi pelanggan berpengaruh terhadap niat pembelian. Penelitian ini bertujuan untuk meneliti apakah persepsi pelanggan dan visual complexity pada online food shop yang menggunakan jasa food photography berpengaruh terhadap niat pembelian pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dimana data akan didapatkan dari kuesioner yang disebar melalui metode online survey kepada 160 responden. Penelitian ini merupakan penelitian conclusive-descriptive-multi cross sectional dan pengolahan data yang digunakan adalah analisis deskriptif. Uji penelitian ini menggunakan uji Analysis of Variance (ANOVA). Hasil dari penelitian ini menunjukkan bahwa persepsi pelanggan terhadap desain dan keandalan, serta visual complexity berpengaruh terhadap niat pembelian pelanggan ====================================================================================================== Over time, online food sales began to be widely used. Since the Covid-19 pandemic, many business owners have switched from offline sales to online sales, especially for the food and beverage business (FnB). One of the platforms that online food shops usually use is Instagram. However, most of business owners are lacking in knowledge on how to display the best visualization of the product, but now photographers are helping business owners especially in terms of food photography. Food photography services can help online food shop by paying attention to visual complexity when it comes to catalog photos, however until now there has not been much research examining whether visual complexity of what customers want to see so they feel interested or customer perceptions of food photography affecting purchase intentions. This study aims to examine whether customer perceptions and visual complexity in online food shops that use food photography have an effect on customer purchase intentions. This study used a quantitative approach where data were obtained from a questionnaire distributed through an online survey method to 160 respondents. This research is a conclusive-descriptive-multi cross sectional study and the data processing used is descriptive analysis. This research test used the Analysis of Variance (ANOVA) test. The results of this study showed that customer perception on design and reliability, also visual complexity are affecting purchase intention

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Persepsi Pelanggan, Visual Complexity, Food Photography, Niat Pembelian, ANOVA. Customer Perception, Visual Complexity, Food Photography, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Nadia Puspahati
Date Deposited: 02 Mar 2021 06:32
Last Modified: 02 Mar 2021 06:32
URI: https://repository.its.ac.id/id/eprint/83166

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