Najiah Thafani, - (2023) PENGARUH MEAL EXPERIENCE TERHADAP REPURCHASE INTENTION : Survei pada konsumen yang berkunjung ke Shukagrill BBQ, Shabu & Agemono Bekasi. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Restoran dengan konsep all you can eat, merupakan restoran yang sedang diminati dari segala kalangan dalam beberapa tahun belakangan ini. Dengan banyaknya restoran berkonsep all you can eat, khususnya di Kota Bekasi. Hal tersebut, membuat restoran all you can eat yang ada harus memiliki inovasi agar dapat bersaing dengan restoran all you can eat lainnya. Salah satu restoran all you can eat di Bekasi yang memiliki konsep berbeda adalah restoran Shukagrill BBQ, Shabu & Agemono Bekasi. Memiliki tiga konsep berbeda yaitu barbeque, shabu-shabu dan agemono (gorengan) dalam satu mejanya, serta sudah bersertifikasi Halal. Membuat konsumen yang berkunjung memiliki meal experience yang baru dan berbeda dari restoran all you can eat lainnya. Meal experience atau bisa disebut pengalaman makan interaksi antara pihak restoran baik itu pemilik restoran ataupun pelayan dengan para tamu atau pelanggan berdasarkan produk yang ditawarkan oleh restoran, baik itu yang berwujud maupun yang tidak berwujud. Bisa dikatakan tidak hanya mencakup pengalaman dalam mengkonsumsi produk namun juga pengalaman saat dan setelah mengkonsumsi suatu produk yang meliputi emosi, perasaan dan pikiran. Jika konsumen merasa puas akan pengalaman makan yang mereka rasakan, maka dapat diperkirakan konsumen akan memiliki niat untuk melakukan pembelian kembali terhadap produk tersebut di masa depan yang bisa disebut repurchase intention. Repurchase intention merupakan penilaian atau tindakan seseorang untuk mendapatkan produk yang serupa ataupun baru dari perusahaan yang sama berdasarkan pengelaman melakukan pembelian di waktu sebelumnya dan kemungkinan untuk terus menggunakan produk serta jasa dan keinginan untuk kembali membeli produk serupa di masa depan. Tujuan penelitian ini adalah untuk mengeetahui bagaimana pengaruh dari meal experience terhadap repurchase intention di Shukagrill BBQ, Shabu & Agemono Bekasi. Variabel independent (X) pada penelitian ini adalah meal experience yang memiliki beberapa sub dimensi antara lain food and drink, variety in menu choice, level of service, price and value for money, interior design, atmosphere and mood, location and accessibility dan food and beverage service employees lalu yang menjadi variebel dependent (Y) adalah repurchase intention atau niat pembelian kembali. Penelitian ini menggunakan pendekatan kuantitatif. Data primer diperoleh melalui penyebaran instrument penelitian kepada konsumen. Instrument penelitian yang digunakan pada penelitian ini adalah kuesioner (angket) dan google form yang di distribusikan kepada 400 konsumen yang berkunjung ke Shukagrill BBQ, Shabu & Agemono Bekasi. Teknis analisis data pada penelitian ini adalah regresi berganda denggan menggunakan bantuan IBM SPSS 24 for windows. Hasil penelitian menunjukan temuan bahwa variabel meal experience memberi pengaruh yang signifikan pada variabel repurchase intention di Shukagrill BBQ, Shabu & Agemono Bekasi yaitu pada sub variabel food and drink, variety in menu choice, price value for money, interior design, dan atmosphere and mood. Namun sub variabel lainnya tidak menunjukan adanya pengaruh yang signifikan terhadap niat pembelian kembali. Kata kunci : meal experience; repurchase intention; restoran all you can eat. A restaurant with an all you can eat concept is a restaurant that has been in great demand from all walks of life in recent years. With so many restaurants with an all you can eat concept, especially in Bekasi City. This makes existing all you can eat restaurants have to innovate in order to compete with other all you can eat restaurants. One of the all you can eat restaurants in Bekasi that has a different concept is the Shukagrill BBQ, Shabu & Agemono Bekasi restaurant. It has three different concepts, namely barbecue, shabu-shabu and agemono (fried food) in one table, and is Halal certified. Making visiting consumers have a new and different meal experience from other all you can eat restaurants. Meal experience or what can be called an interactive eating experience between the restaurant, be it the restaurant owner or the waiter, with the guests or customers based on the products offered by the restaurant, both tangible and intangible. It can be said that it includes not only the experience of consuming a product but also the experience when and after consuming a product which includes emotions, feelings and thoughts. If consumers are satisfied with the dining experience they have, it can be expected that consumers will have the intention to repurchase these products in the future which can be called repurchase intention. Repurchase intention is a person's judgment or action to get a similar or new product from the same company based on experience in making purchases in the past and the possibility to continue using products and services and the desire to return to buy similar products in the future. The purpose of this study was to find out how the effect of meal experience on repurchase intention at Shukagrill BBQ, Shabu & Agemono Bekasi. The independent variable (X) in this study is meal experience which has several sub dimensions including food and drink, variety in menu choice, level of service, price and value for money, interior design, atmosphere and mood, location and accessibility and food and The last beverage service employees who became the dependent variable (Y) were repurchase intention. This study uses a quantitative approach. Primary data obtained through the distribution of research instruments to consumers. The research instrument used in this study was a questionnaire (questionnaire) and google forms which were distributed to 400 consumers who visited Shukagrill BBQ, Shabu & Agemono Bekasi. The data analysis technique in this study was multiple regression using IBM SPSS 24 for windows. The results of the study show that the meal experience variable has a significant influence on the repurchase intention variable at Shukagrill BBQ, Shabu & Agemono Bekasi, namely in the food and drink sub-variables, variety in menu choice, price value for money, interior design, and atmosphere and mood. However, the other sub-variables did not show a significant effect on repurchase intention. Keywords : meal experience, repurchase intention, all you can eat restaurant
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : https://scholar.google.com/citations?view_op=list_works&hl=id&user=nvfun-YAAAAJ ID SINTA Dosen Pembimbing : Gita Siswhara : 5978179 Andreas Suwandi : 6681654 |
| Uncontrolled Keywords: | meal experience, repurchase intention, all you can eat restaurant |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Najiah Thafani |
| Date Deposited: | 21 Sep 2023 03:12 |
| Last Modified: | 21 Sep 2023 03:12 |
| URI: | http://repository.upi.edu/id/eprint/107355 |
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