Evaluation of the role of consumer- atmosphere congruence and social media influence on purchase intention and recommendation intention - case of Pizza hut

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Nurlena, - (2023) Evaluation of the role of consumer- atmosphere congruence and social media influence on purchase intention and recommendation intention - case of Pizza hut. Graduate thesis, Sekolah Tinggi Manajemen Ipmi.

[img] Text
Nurlena.pdf
Restricted to Registered users only
Download (1MB)

Abstract

Due to its growing popularity, social media has become a marketing channel and has been shown to influence consumer purchasing decisions. Furthermore, consumer will prefer to visit culinary places with an atmosphere of Instagram-able concept attractive to create an impression on consumers through visual communication, color, lighting, music, and aroma. Many culinary industries use Instagram to maximize their performance by communicating their products , include pizza hut. Changes in people's lifestyles today, which lead to mobile working, have resulted in business people, especially in the culinary field, only sometimes having to promote products or services traditionally but can use social media as a means of promotion. Qualitative research method used in this thesis to evaluate the role of consumer atmosphere congruence and social media influence on purchase intention and recommendation intention, specifically for Pizza hut restaurants. Data from Pizza hut consumers were collected through both in-depth face-to-face interviews and online survey using questionnaires. By evaluating three different indicators for assessing the consumer atmosphere congruence and social media influence, this study shows that design factors, ambient factors, and social factors, can attract and generate interest in buying visitors. Furthermore, consumers agree that Pizza hut social media influence which are attractive and trustworthy can attract and generate interest in buying visitors at Pizza hut. The results of this study are expected to be used by store managers to increase the number of consumer visits to Pizza Hut. It was found that social media marketing has a positive effect on purchase intention which is the basis for researchers to provide information to improve performance for the Pizza Hut restaurant.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 18 Dec 2023 06:27
Last Modified: 18 Dec 2023 06:27
URI: http://repository.ipmi.ac.id/id/eprint/2325

Actions (login required)

View Item View Item