Peningkatan Customer Loyalty melalui Fenomena Kesesakan Manusia dan Spasial pada Restoran Mie Pedas di Kota Malang.

Rahma, Tazkiyah Hasti Paramita and Prof. Dr. Ir. Budi Setiawan, M.S. and Dr. Riyanti Isaskar, SP., M.Si. (2024) Peningkatan Customer Loyalty melalui Fenomena Kesesakan Manusia dan Spasial pada Restoran Mie Pedas di Kota Malang. Magister thesis, Universitas Brawijaya.

Abstract

Banyaknya jumlah penduduk, wisatawan maupun pendatang yang semakin meningkat di Kota Malang, membuat fenomena kesesakan baik manusia maupun spasial banyak dijumpai di restoran Kota Malang. Hal ini karena jumlah restoran yang tersedia tidak sebanding dengan pengunjung yang datang. Kesesakan (crowding) merupakan salah satu teori psikologi lingkungan yang dapat didefinisikan sebagai identifikasi respon terhadap kondisi sosial yang berlebihan atau aktivitas yang tinggi sebagai penyebab utama dari perasaan berkerumun. Kesesakan manusia maupun spasial yang terjadi di sebuah restoran ini dapat mempengaruhi beberapa hal, baik dari segi aspek manajemen pemasaran hingga aspek perilaku konsumen. Fenomena kesesakan ini dapat menimbulkan berbagai masalah seperti kurang optimalnya pelayanan yang diberikan karyawan restoran, pesanan yang tidak sesuai, kondisi ramai dan penuh sesak. Namun hal ini tidak membuat eksistensi restoran semakin menurun, bahkan semakin lama restoran semakin ramai dan konsumen rela untuk mengantre lama di restoran tersebut hanya untuk mencicipi menu yang ditawarkan. Penelitian ini dilakukan di Restoran Mie Gacoan Kota Malang untuk mengetahui pengaruh kesesakan manusia dan spasial melalui variabel brand image, brand experience, perceived value, dan pengaruh moderasi word of mouth terhadap customer loyalty dengan menggunakan pendekatan analisis Structural Equation Modeling – Partial Least Square (SEM-PLS). Responden yang digunakan ialah sebanyak 250 orang konsumen Mie Gacoan Kota Malang dengan teknik accidental sampling yang dilakukan pada bulan Agustus-Desember 2023. Penelitian ini terdiri dari analisis statistik deskriptif, pendekatan SEM-PLS yang terdiri dari inner model dan outer model, serta pengujian hipotesis. Hasil menunjukkan seluruh pengujian inner model memenuhi kriteria dan pengujian outer model menunjukkan valid secara convergent, valid secara discriminant dan memenuhi uji reliability. Selain itu, hasil pengujian hipotesis didapatkan bahwa seluruhnya diterima. Berdasarkan hasil didapatkan bahwa kesesakan manusia berpengaruh secara posiif dan dikategorikan sebagai highly significant terhadap brand image experience. Begitu pula dengan kesesakan spasial berpengaruh positif dan highly significant terhadap brand image dan brand experience. Selain itu hubungan brand image dan brand experience terhadap perceived value didapatkan hasil yaitu berpengaruh secara positif dan highly significant. Diketahui pula bahwa variabel word of mouth secara signifikan dapat memoderasi antara hubungan perceived value terhadap customer loyalty serta terdapat hubungan tidak langsung antara kesesakan manusia dan spasial terhadap customer loyalty dengan variabel brand image dan brand experience yang signifikan menjadi variabel mediasi.

English Abstract

The increasing number of residents, tourists and immigrants in Malang City means that the phenomenon of crowding, both human and spatial, is often found in Malang City restaurants. This is because the number of restaurants available is not proportional to the number of visitors who come. Crowding is an environmental psychology theory that can be defined as the identification of a response to excessive social conditions or high activity as the main cause of feelings of crowding. The human and spatial crowding that occurs in a restaurant can influence several things, both from marketing management aspects to consumer behavior aspects. This crowding phenomenon can cause various problems such as less than-optimal service provided by restaurant employees, inappropriate orders, and overcrowded conditions. However, this does not make the existence of the restaurant decrease, in fact, as time goes on, the restaurant becomes busier and consumers are willing to queue for a long time at the restaurant just to taste the menu offered. This research was conducted at the Mie Gacoan Restaurant in Malang City to determine the influence of human and spatial crowding through the variables brand image, brand experience, perceived value, and the moderating influence of word of mouth on customer loyalty using the Structural Equation Modeling - Partial Least Square (SEM-) analysis approach. PLS). The respondents used were 250 consumers of Mie Gacoan in Malang City using an accidental sampling technique carried out in August-December 2023. This research consisted of descriptive statistical analysis, the SEM-PLS approach consisting of an inner model and an outer model, as well as hypothesis testing. The results show that all inner model tests meet the criteria and outer model tests show that they are convergently valid, discriminantly valid and meet the reliability test. Apart from that, the results of hypothesis testing were found to be entirely accepted. Based on the results, it was found that human crowding has a positive effect and is categorized as highly significant on brand image experience. Likewise, spatial crowding has a positive and highly significant effect on brand image and brand experience. Apart from that, the results show that the relationship between brand image and brand experience and perceived value has a positive and highly significant effect. It is also known that the word of mouth variable can significantly moderate the relationship between perceived value and customer loyalty and there is an indirect relationship between human and spatial crowding and customer loyalty with the brand image and brand experience variables being significant mediating variables.

Item Type:	Thesis (Magister)
Identification Number:	042404
Divisions:	S2/S3 > Magister Bioteknologi Agroindustri, Fakultas Pertanian
Depositing User:	Unnamed user with username nova
Date Deposited:	30 Jul 2024 03:26
Last Modified:	30 Jul 2024 03:26
URI:	http://repository.ub.ac.id/id/eprint/224654

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