Hersanti, NovaJuwita (2013) Pengaruh Atmosfer terhadap Kepuasan dan Niatan Perilaku Konsumen di Toko “Oen”, Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Pesatnya persaingan diantara restoran diperlukan strategi pemasaran agar mampu bersaing. Saat ini, restoran tidak hanya dikunjungi konsumen untuk mencari makanan ataupun minuman saja, tetapi konsumen mencari tempat makan yang menarik, tenang, dan santai. Atmosfer adalah penataan dan rancangan suasana ruang yang diciptakan untuk mempengaruhi emosional konsumen dan merangsang perilaku konsumen untuk melakukan pembelian. Penelitian ini bertujuan memperkaya bukti empirik tentang pengaruh atmosfer terhadap kepuasan dan niatan perilaku konsumen di Toko Oen, Kota Malang. Sampel penelitian adalah konsumen Toko “Oen” yang berjumlah 100 orang, terdiri atas 50 orang konsumen lokal dan 50 orang konsumen mancanegara. Metode pengambilan sampel menggunakan purposive sampling . Analisa PLS (partial least square) digunakan untuk mengungkap hubungan antara atmosfer, kepuasan dan niatan perilaku. Hasil penelitian mengemukakan bahwa atmosfer berpengaruh signifikan terhadap kepuasan dan niatan perilaku konsumen keseluruhan, konsumen lokal, maupun konsumen mancanegara di Toko “Oen”. Kepuasan berpengaruh signifikan terhadap niatan perilaku pada konsumen keseluruhan dan konsumen mancanegara, tetapi tidak berpengaruh signifikan pada konsumen lokal di Toko “Oen”.
English Abstract
rapid competition among restaurants are needed marketing strategy in order to compete. Currently, restaurant is not only visited by consumers to look for food or beverages, but consumers are looking for a place to eat a unique, quiet, and relax. atmosphere is arrangement and design of ambience that was created to influence emotional behavior of consumers and stimulate consumers to make purchases. This study aims to enrich empirical about influence of atmospherics on satisfaction and behavioral intentions customers at Toko Oen, Malang. Research sample is consumer at Toko “Oen” which amounts to 100, consists of 50 local consumers and 50 foreign consumers. Sampling method applies technique purposive sampling. Partial Least Square (PLS) analysis were n performed to unveil relationship between atmospherics and satisfaction and behavioral intentions. results reveal atmospherics to have a positive and significant influence on satisfaction and behavioral intentions of overall consumers, local consumers, and foreign consumers at Toko “Oen”. Satisfaction has positive and significant influence of overall consumers and foreign consumers, whereas not significant influence of satisfaction on behavioral intentions of local consumers at Toko “Oen”.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/647.95/HER/p/041304384 |
| Subjects: | 600 Technology (Applied sciences) > 647 Management of public households (institutional housekeeping) > 647.9 Specific kinds of public households and institutions |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 31 May 2013 15:09 |
| Last Modified: | 31 May 2013 15:09 |
| URI: | http://repository.ub.ac.id/id/eprint/159121 |
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