MODEL WILLINGNESS TO PAY A PRICE PREMIUM BERBASIS SENSORY GASTRONOMY MARKETING: Survei pada Konsumen Fine Dining Restaurant di Jawa Barat

    Ayu Nurwitasari, - and Vanessa Gaffar, - and Lili Adi Wibowo, - and Mokhamad Adib Sultan, - (2025) MODEL WILLINGNESS TO PAY A PRICE PREMIUM BERBASIS SENSORY GASTRONOMY MARKETING: Survei pada Konsumen Fine Dining Restaurant di Jawa Barat. S3 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk menganalisis pengaruh sensory gastronomy marketing, emotional responses, memorable gastronomy experience dan perceived luxury value terhadap willingness to pay a price premium pada fine dining restaurant di Jawa Barat. Penelitian ini melibatkan 490 responden dan menggunakan metode Covariance Based-Structural Equation Modelling (CBSEM). Hasil menunjukkan bahwa sensory gastronomy marketing berpengaruh signifikan terhadap emotional responses dan variabel emotional responses menjadi mediasi yang paling signifikan untuk meningkatkan willingness to pay a price premium. Theoretical gap muncul dari inkonsistensi temuan sebelumnya terkait faktor yang mempengaruhi willingness to pay a price premium. Empirical gap menunjukkan bahwa faktor sensori dan bukan hanya daya beli turut menentukan willingness to pay a price premium. Practical gap mengungkapkan belum optimalnya penerapan sensory gastronomy marketing di fine dining restaurant. Research gap terletak pada minimnya penelitian yang mengintegrasikan lima variabel utama dalam satu kerangka konseptual. Penelitian ini menghasilkan tiga novelty: (1) teori baru “Sensory Gastronomy Price Premium Theory”, (2) konstruk baru “Sensory Gastronomy Marketing”, (3) model struktural “Sensory Gastronomy Price Premium Model”. Temuan ini memberikan panduan strategis bagi pihak pengelola fine dining restaurant untuk meningkatkan willingness to pay a price premium melalui sensory gastronomy marketing. This study aims to analyze the influence of sensory gastronomy marketing, emotional responses, memorable gastronomy experience and perceived luxury value on willingness to pay a price premium in fine dining restaurants in West Java. The study involved 490 respondents and employed the Covariance Based-Structural Equation Modelling (CB-SEM) method. The results indicate that sensory gastronomy marketing has a significant influence on emotional responses and emotional responses serve as the most significant mediation in enhancing willingness to pay a price premium. The theoretical gap arises from inconsistencies in previous findings regarding the factors that influence willingness to pay a price premium. The empirical gap suggests that sensory experiences, not just purchasing power, play a crucial role. The practical gap reveals the suboptimal implementation of sensory gastronomy marketing in fine dining restaurants. The research gap lies in the limited integration of the five main variables into a single conceptual framework. This study offers three novelties: (1) a new theory, the “Sensory Gastronomy Price Premium Theory”(2) a new construct, “Sensory Gastronomy Marketing”; (3) a structural model, the “Sensory Gastronomy Price Premium Model”. The findings provide strategic guidance for fine dining restaurants to enhance willingness to pay a price premium through sensory gastronomy marketing.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S3)
    Additional Information: https://scholar.google.com/citations?user=gr2-xkEAAAAJ&hl=en ID SINTA Dosen Pembimbing: VANESSA GAFFAR: 5993246 LILI ADI WIBOWO: 5984836 MOKH. ADIB SULTAN: 6002446
    Uncontrolled Keywords: sensory gastronomy marketing, emotional responses, memorable gastronomy experience, perceived luxury value, willingness to pay a price premium, fine dining restaurant
    Subjects: H Social Sciences > HF Commerce
    T Technology > TX Home economics
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Ayu Nurwitasari
    Date Deposited: 10 Sep 2025 04:07
    Last Modified: 10 Sep 2025 04:07
    URI: http://repository.upi.edu/id/eprint/138108

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