ABSTRAK
AFIFAH NURAIDA. NIM 2019110099. Pengaruh Promosi Digital dan Harga
Terhadap Minat Beli Kembali Konsumen Pada Hopeclat Restauran Kuningan.
Dibawah bimbingan Ibu Dr. Nafiah Ariyani, SE, M.Si.
Untuk bersaing dengan restauran terdekat Hopeclat Restauran Kuningan masih
kurangnya promosi digital dan pengikut media sosial Instagran yang masih sedikit
serta harga yang relatif lebih mahal dibanding foodcourt yang ada di Gedung
Permata Kuningan. Tujuan dari penelitian ini untuk menganalisis pengaruh
promosi digital, menganalisis pengaruh harga, dan menganalisis pengaruh minat
beli kembali konsumen serta menganalisis pengaruh promosi digital dan harga
terhadap minat beli kembali konsumen pada Hopeclat Restauran Kuningan.
Populasi penelitian ini yaitu konsumen Hopeclat Restauran Kuningan sebanyak
100 orang. Teknik pengumpulan data dilakukan dengan menyebarkan kuisioner
yang dibagikan melalui pegawai yang bekerja di restauran tersebut. Metode
analisis yang digunakan adalah analisis regresi linear berganda dan data diolah
menggunakan program SPSS 2023. Hasil penelitian ini menunjukkan bahwa
variabel promosi digital tidak berpengaruh signifikan terhadap minat beli
konsumen. Variabel harga berpengaruh positif dan signifikan terhadap minat beli
konsumen. Variabel promosi digital dan harga secara bersama-sama berpengaruh
terhadap minat beli kembali konsumen. Saran yang diajukan oleh peneliti yaitu
diharapkan agar Hopeclat Restauran Kuningan dapat mengoptimalkan promosi
melalui media sosial dan membuat promo berupa potongan harga agar dapat
menarik minat beli kembali konsumen.
Kata kunci: Promosi digital, Harga, Minat Beli, Restauran.
ABSTRACT
AFIFAH NURAIDA. NIM 2019110099. The Influence of Digital Promotion and
Price on Consumer Repurchase Interest at Hopeclat Restaurant Kuningan. Under
the guidance of Mrs. Dr. Nafiah Ariyani, SE, M.Si.
To compete with the nearby restaurant Hopeclat Restaurant Kuningan, there is
still a lack of digital promotions and Instagram social media followers are still
small and the prices are relatively more expensive than the food court at Gedung
Permata Kuningan. The purpose of this research is to analyze the influence of
digital promotions, analyze the influence of price, and analyze the influence of
consumer repurchase interest as well as analyze the influence of digital
promotions and price on consumer repurchase interest at Hopeclat Restaurant
Kuningan. The population of this research is 100 consumers of Hopeclat
Restaurant Kuningan. The data collection technique was carried out by
distributing questionnaires which were distributed to employees who worked at
the restaurant. The analytical method used is multiple linear regression analysis
and the data is processed using the SPSS 2023 program. The results of this
research show that the digital promotion variable does not have a significant effect
on consumer buying interest. The price variable has a positive and significant
effect on consumer buying interest. The digital promotion and price variables
together influence consumers' repurchase interest. The suggestion put forward by
researchers is that it is hoped that Hopeclat Restaurant Kuningan can optimize
promotions through social media and create promotions in the form of discounts
in order to attract consumers' interest in buying again.
Keywords: Digital promotion, Price, Purchase Interest, Restaurant.
