Gunawan, Nanang and Prof., Dr.,Suharyono, ,MA, and Dr.Sunarti, ,S.Sos.,MAB. (2021) Pengaruh Brand Authenticity Terhadap Customer Well-Being Dan Dampaknya Pada Customer Citizenship Behavior. Sarjana thesis, Universitas Brawijaya.
Abstract
Perilaku Citizenship pada pelanggan connoisseur tampak pada hubungan Profesional-Amateur-Public (PAP), di mana sebagai seorang amateur, connoisseur customer menunjukkan perilaku prososial baik kepada barista (profesional) maupun connoisseur customer lain dan/atau pelanggan biasa (public). Interaksi antara connoisseur customer terhadap profesional seperti barista dapat membantu mengembangkan social/sub-cultural capital pada konteks kopi specialty/single origins (feedback). Selain itu interaksi antara connoisseur baik terhadap connoisseur lain maupun terhadap pelanggan biasa dapat berupa berbagi pengetahuan (helping) tentang kopi specialty/single origins juga dapat meningkatkan social/sub-cultural capital baik bagi connoisseur lain maupun bagi pelanggan biasa. Demikian juga pelanggan connoisseur sering bertindak sebagai sumber refensi (advocacy) bagi konsumen kopi specialty/single origins. Dengan demikian dapat dikatakan bahwa connoisseur customer secara aktif berperilaku citizenship. Melalui citizenship behavior, connoisseur coffee customer juga diketahui berpengaruh terhadap struktur pendapatan kedai kopi specialty/single origins. Selain itu, hubungan, connoisseur customer, dan pelanggan biasa senantiasa turut meningkatkan inovasi melalui value co-creation. Meskipun demikian perhatian terhadap perilaku connoisseur coffee customer masih jarang dilakukan. Berdasarkan hasil penelitian yang ada saat ini terdapat beberapa faktor yang dapat mempengaruhi Customer Citizenship Behavior di antaranya berupa faktor eksternal seperti brand image, reputation, service quality, dan faktor internal seperti customer satisfaction. Meskipun demikian, dalam konteks connoisseurship coffee consumption, faktor eksternal berupa Brand Authenticity dipandang lebih relevan sebagai alternatif dari variabel-variabel tersebut, di mana penilaian kualitas suatu objek konsumsi oleh pelanggan kopi connoisseur juga melibatkan aspek etika dan estetika. Di sisi lain, faktor internal berupa customer satisfaction hanya mencerminkan sisi hedonic well-being pelanggan yang diketahui tidak selalu berdampak pada prilaku pro-sosial seperti Customer Citizenship Behavior, sehingga Customer Well-Being yang tidak hanya mencerminkan sisi hedonic tetapi juga eudaimonic well-being dapat memberikan pengaruh yang lebih besar terhadap Customer Citizenship Behavior. Oleh karena itu, secara spesifik penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh 1) Brand Authenticity terhadap Customer Well-Being; 2) Customer Well-Being terhadap Customer Citizenship Behavior; dan 3) Brand Authenticity terhadap Customer Citizenship Behavior. Penelitian ini dilakukan di Kedai Kopi Konkopia yang merupakan HEICs di Kota Malang. Survey dilakukan kepada 100 pelanggan connoisseur. Adapun metode analisis data meliputi analisis statistik deskriptif dan inferensial dengan metode partial least square to path modelling (PLS-PM). Hasil penelitian ini menunjukkan bahwa 1) Brand Authenticity berpengaruh signifikan terhadap viii Customer Well-Being dengan nilai β sebesar 0,837 dan tingkat explanatory power (R2) sebesar 0,701 (menengah); 2) Customer Well-Being berpengaruh signifikan terhadap Customer Citizenship Behavior dengan nilai β sebesar 0,588; sedangkan 3) Brand Authenticity tidak berpengaruh signifikan terhadap Customer Citizenship Behavior dengan nilai β sebesar 0,065, dengan kata lain Customer Well-Being memiliki pengaruh mediasi penuh (full mediation effect) pengaruh Brand Authenticity terhadap Customer Citizenship Behavior pada pelanggan connoisseur sebesar 0,492. Tingkat explanatory power (R2) untuk variabel Customer Citizenship Behavior sebesar 0,414, sedangkan tingkat predictive power (PLSpredict) berada pada tingkat menengah. Temuan tersebut menjelaskan bahwa Brand Authenticity yang diukur menggunakan beberapa indikator berupa continuity, reliability, naturalness, integrity, dan symbolism dapat menjadi alternatif dari brand image, experience, reputation, atau service quality. Sementara Customer Well-Being dapat menjadi alternatif dari customer satisfaction atau delight, di mana Customer Well-Being diukur menggunakan beberapa indikator berupa positive emotion, engagement, relationship, meaning, dan accomplishment yang tidak hanya mencerminkan hedonic tetapi juga eudaimonic well-being. Pada akhirnya hubungan kedua variabel tersebut dapat berdampak pada perilaku suportif pelanggan baik terhadap perusahaan, karyawan, maupun pelanggan lain (citizenship behavior) yang bukan hanya sekedar manifestasi dari loyalitas, di mana perilaku citizenship berupa feedback, advocacy, helping, dan tolerance. Pada konteks connoisseurship coffee consumption, pelanggan connoisseur dibedakan dengan skema kognitif yang tersimpan dalam ingatan dan menjadi dasar atas penilaian autentisitas. Seiring perkembangan skema kognitif yang digunakan setiap pelangan mengarahkan kepada perbedaan tujuan dan dengan hal tersebut memungkinkan setiap objek maupun brand diinterpretasikan serta dimaknai secara berbeda. Pelanggan connoisseur memiliki skema kognitif yang telah berkembang lebih baik sehingga aktifitas konsumsi di Kedai Kopi Konkopia adalah untuk memverifikasi ataupun mencari perbedaan setiap properti dari seduhan kopi specialty/single origins. Hal tersebut menjelaskan mengapa penilaian autentisitas oleh pelanggan connoisseur tidak hanya berdasarkan pada indexical tetapi juga iconic cues yang lebih konstruktif dengan melibatkan personal point of view, imagination, dan social norm sebagaimana kriteria autentisitas yang berupa naturalness, integrity dan reliability. Sepanjang hal tersebut dapat meningkatkan positive state yang berupa relationship dan engagement, maka dapat menggerakkan pelanggan connoisseur untuk berperilaku suportif baik kepada Kedai Kopi Konkopia, karyawan, maupun kepada pelanggan lain sebagaimana bentuk perilaku citizenship berupa feedback, advocacy, dan helping. Perbedaan karakteristik responden baik pelanggan connoisseur menghasilkan respon yang berbeda pada masing-masing variabel penelitian ini. Pelanggan connoisseur sendiri dibedakan dengan skema kognitif yang dihasilkan melalui serangkaian tindakan refleksif terhadap objek dan aspek budaya tertentu yang melibatkan proses latihan, pembandingan, serta eksperimen berulang-ulang, di mana proses tersebut memerlukan pengorbanan sumber daya baik waktu maupun uang (time and money investment). Hal tersebut mengarahkan pada proposisi bahwa adanya peran moderasi variabel involvement pada pengaruh Brand Authenticity terhadap Customer Well-Being maupun terhadap citizenship behavior.
English Abstract
Citizenship behavior among connoisseur customers can be seen in the Professional-Amateur-Public (PAP) relationship, where as an amateur, a connoisseur customer shows prosocial behavior to both baristas (professionals) and other connoisseur customers and / or regular customers (public). The interaction between connoisseur customers and professionals such as baristas can help develop social / sub-cultural capital in the context of specialty coffee / single origins (feedback). In addition, the interaction between connoisseurs, both to other connoisseurs and to regular customers, can be in the form of sharing knowledge (helping) about specialty / single origins coffee as well as increasing social / sub-cultural capital both for other connoisseurs and for ordinary customers. Likewise, connoisseur customers often act as a source of reference (advocacy) for specialty / single origins coffee consumers. Thus, it can be said that connoisseur customer actively behaves citizenship. Through citizenship behavior, connoisseur coffee customers are also known to have an effect on the income structure of specialty / single origins coffee shops. In addition, relationships, customer connoisseurs, and ordinary customers always contribute to increasing innovation through value co-creation. However, attention to the behavior of coffee connoisseur customers is still rarely done. Based on existing research, there are several factors that can influence Customer Citizenship Behavior, including external factors such as brand image, reputation, service quality, and internal factors such as customer satisfaction. However, in the context of connoisseurship coffee consumption, an external factor in the form of Brand Authenticity is seen as more relevant as an alternative to these variables, where the assessment of the quality of an object of consumption by a coffee connoisseur customer also involves ethical and aesthetic aspects. On the other hand, the internal factor in the form of customer satisfaction only reflects the hedonic side of customers' well-being, which is known not to always have an impact on pro-social behavior such as Customer Citizenship Behavior, so that Customer Well-Being, which does not only reflect the hedonic side but also eudaimonic well-being can provide a greater influence on Customer Citizenship Behavior. Therefore, specifically this study aims to determine and explain the effect of 1) Brand Authenticity on Customer Well-Being; 2) Customer Well-Being to Customer Citizenship Behavior; and 3) Brand Authenticity to Customer Citizenship Behavior. This research was conducted at the Konkopia Coffee Shop which is the HEICs in Malang City. The survey was conducted on 100 connoisseur customers. The data analysis method includes descriptive and inferential statistical analysis with the partial least square to path modeling (PLS-PM) approach. The results of this study indicate that 1) Brand Authenticity has a significant effect on Customer Well-Being with a β value of 0,837 and a level of explanatory power (R2) of 0,701 (medium); 2) Customer Well-Being has a significant effect on Customer Citizenship Behavior with a β value of 0,588; whereas 3) Brand Authenticity has no significant x effect on Customer Citizenship Behavior with a β value of 0,065, in other words Customer Well-Being has a full mediation effect. The effect of Brand Authenticity on Customer Citizenship Behavior on connoisseur customers is 0,492. The level of explanatory power (R2) for the Customer Citizenship Behavior variable is 0,414, while the predictive power (PLSpredict) level is at the intermediate level. These findings explain that Brand Authenticity which is measured using several indicators in the form of continuity, reliability, naturalness, integrity, and symbolism can be an alternative to brand image, experience, reputation, or service quality. Meanwhile, Customer Well-Being can be an alternative to customer satisfaction or delight, where Customer Well-Being is measured using several indicators in the form of positive emotion, engagement, relationship, meaning, and accomplishment, which not only reflect hedonic but also eudaimonic well-being. In the end, the relationship between these two variables can have an impact on customer supportive behavior towards companies, employees, and other customers (citizenship behavior) which is not just a manifestation of loyalty, where citizenship behavior is in the form of feedback, advocacy, helping, and tolerance. In the context of connoisseurship coffee consumption, the connoisseur customer is differentiated by a cognitive schema that is stored in memory and becomes the basis for the assessment of authenticity. Along with the development of the cognitive schemes used by each customer leads to different goals and this allows each object and brand to be interpreted and interpreted differently. The connoisseur customer has a better developed cognitive scheme so that consumption activities at the Konkopia Coffee Shop are to verify or look for differences in each property of brewing specialty / single origins coffee. This explains why the assessment of authenticity by connoisseur customers is not only based on indexical but also more constructive iconic cues involving personal points of view, imagination, and social norm as well as authenticity criteria in the form of naturalness, integrity and reliability. As long as this can increase the positive state in the form of relationship and engagement, it can move customer connoisseurs to behave supportively both to the Konkopia Coffee Shop, employees, and to other customers as a form of citizenship behavior in the form of feedback, advocacy, and helping. The difference in the characteristics of the respondents, both connoisseur customers, resulted in different responses to each of the variables of this study. The connoisseur customer himself is distinguished by a cognitive scheme that is generated through a series of reflexive actions towards certain cultural objects and aspects that involve a process of repeated practice, comparison, and experimentation, where the process requires the sacrifice of resources, both time and money (time and money investment). This leads to the proposition that there is a moderating role for the involvement variable in the effect of Brand Authenticity on Customer Well-Being and on citizenship behavior.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521030307 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 09 May 2022 02:06 |
| Last Modified: | 09 May 2022 02:06 |
| URI: | http://repository.ub.ac.id/id/eprint/190276 |
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