Analisis Pengaruh Store Atmosphere Terhadap Hedonic Value dan Keputusan Pembelian (Studi Pada Madam Wang Secret Garden Cafe Malang)

Sari, Tia Vera Tanjung (2018) Analisis Pengaruh Store Atmosphere Terhadap Hedonic Value dan Keputusan Pembelian (Studi Pada Madam Wang Secret Garden Cafe Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Bisnis boga atau yang saat ini lebih dikenal dengan istilah bisnis kuliner, merupakan jenis usaha yang selalu marak ditawarkan di kota Malang. Madam Wang Secret Garden merupakan salah satu café yang memiliki store atmosphere yang kuat. Madam Wang Secret Garden mengusung konsep garden di area outdoor dan ruangan shabbychic indoor. Tempatnya yang photoable, menjadi salah satu keunggulan café and resto ini di mata konsumen untuk memutuskan datang ke cafe ini. Namun saat ini mulai banyak pesaing yang juga memiliki konsep store atmosphere yang unik seperti Alice Tea Room, dan Camilo Cafe. Dengan demikian Madam Wang Secret Garden sebaiknya memperhatikan kesukaan konsumen (hedonic value) dan memperhatikan hal apa yang dapat meningkatkan sisi positif emosi konsumen sehingga mempengaruhi konsumen dalam melakukan keputusan pembelian. Tujuan dalam penelitian ini adalah untuk mengetahui pengaruh store atmosphere terhadap hedonic value dan keputusan pembelian. Ruang lingkup penelitian ini berfokus pada instore atmosphere, outstore atmosphere, hedonic value, dan keputusan pembelian. Sampel penelitian ini berjumlah 100 orang responden dengan rentang usia 17-49 tahun yang sudah pernah datang dan membeli produk. Penelitian ini dilakukan dengan penyebaran kuesioner dan wawancara. Selanjutnya penelitian diolah menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa outstore atmosphere yang semakin baik dapat memberikan pengaruh yang signifikan terhadap hedonic value. Instore atmosphere juga mampu mempengaruhi hedonic value konsumen secara signifikan. Outstore atmosphere memberikan yang tidak signifikan terhadap keputusan pembelian konsumen, sebaliknya instore atmosphere memberikan pengaruh yang signifikan terhadap keputusan pembelian. Hedonic value mampu menjadi determinasi hubungan antara outstore atmosphere terhadap keputusan pembelian secara full mediated. Hedonic value dapat memediasi secara parsial hubungan instore atmosphere terhadap keputusan pembelian. Variabel hedonic value diketahui memiliki pengaruh signifikan terhadap keputusan pembelian yang ada di Madam Wang Secret Garden.

English Abstract

Catering business or which is currently known as the culinary business, is a type of business that is always rife offered in the Malang city. According to the Association of Café and Restaurant Entrepreneurs Indonesia of Malang branch the growth of culinary business in Malang city is growing rapidly in 2014. This is continues in early 2016, seen from the increasing of business cafe. In fact, its growth reached 100 percent compared to last year. Madam Wang Secret Garden is one of the café that has a strong store atmosphere. Madam Wang Secret Garden brings the concept of garden in outdoor area and indoor shabbychic room. The place is photoable, become one of the benefits of this cafe and restaurant in the eyes of consumers to decide to come to this cafe. But this time started many competitors who also have the concept of a unique store atmosphere such as Alice Tea Room, and Gardenia. Thus Madam Wang Secret Garden should pay attention to consumer preferences (hedonic value) and pay attention what can improve to the positive side of consumer emotions that affect consumers in making purchasing decisions. The purpose of this research is to know influence of store atmosphere to hedonic value and purchasing decision. The scope of this research focuses on instore atmosphere, outstore atmosphere, hedonic value, and purchasing decisions. The sample of this study amounted to 100 respondents with the age range is 17-49 years who have ever come and buy a product at least 1 time. This research was conducted by distributing questionnaires and interviews. Further research is processed using Partial Least Square (PLS). The results of research is showing that outstore atmosphere gives positive and significant influence to consumer hedonic value. In addition, instore atmosphere also has a positive influence on hedonic value. Outstore atmosphere gives insignificant influence to consumer purchase decision, whereas instore atmosphere give positive and significant influence to variable purchase decision. Hedonic value can be the determination of relationship between outstore atmosphere to purchase decision in full mediated. Hedonic values can be partial mediated instore atmosphere to purchasing decisions.Hedonic value also gives a significant influence on consumers in making purchasing decisions at Madam Wang Secret Garden.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FTP/2018/49/051802449
Uncontrolled Keywords:	Hedonic Value, Keputusan Pembelian, Store Atmosphere
Subjects:	600 Technology (Applied sciences) > 630 Agriculture and related technologies
Divisions:	Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	28 May 2018 01:59
Last Modified:	18 Oct 2021 03:18
URI:	http://repository.ub.ac.id/id/eprint/11131

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