Koeswandi, Tika Annisa Lestari (2017) PENGARUH ATMOSFER TERHADAP COSTUMER’S IMPRESSION DAN DAMPAKNYA PADA MINAT BELI ULANG : Survei pada Pengunjung Chingu Korean Fan Café di Kota Bandung. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Perubahan orientasi konsumen dari service oriented ke experience oriented menjadi tantangan baru bagi industri restoran korea di kota Bandung dalam mempertahankan agar pengalaman tidak membosankan. Pemasar dituntut untuk dapat menciptakan suasana hallyu wave yang tak hanya membangkitkan emosi dan perasaan namun juga terkenang. Sebagai restoran paling berkesan di Kota Bandung menurut hasil prasurvei, Chingu Korean Fan Café telah melakukan inovasi atmosfer ruang usaha yang diimbangi dengan fluktuasi peningkatan jumlah pengunjung. Mengetahui seberapa besar pengaruh atmosfer terhadap kesan dan dampaknya pada minat beli ulang perlu dilakukan agar dapat menjaga citra perusahaan, meningkatkan penjualan dan kesetiaan pengunjung. Bertujuan untuk mempelajari gambaran tanggapan pengunjung tentang tujuh elemen mayor atmosfer, costumer’s impression, dan minat beli ulang, seberapa besar pengaruh tujuh elemen mayor atmosfer terhadap costumer’s impression, seberapa besar pengaruh kesan terhadap minat beli ulang dan seberapa besar pengaruh tujuh elemen mayor atmosfer terhadap minat beli ulang, penelitian ini menggunakan explanatory survey dengan teknik simple random sampling dengan jumlah sample 100 pengunjung dan dilakukan teknik analisis path analysis dengan menggunakan software SPSS 23.0 untuk mengukur besarnya pengaruh atmosfer terhadap kesan dan dampaknya pada minat beli ulang. Hasil penelitian mengungkapkan bahwa gambaran atmosfer, costumer’s impression dan minat beli ulang berada dalam rentang yang tinggi dan terdapat pengaruh yang lebih besar yang dihasilkan oleh atmosfer melalui costumer’s impression dan berdampak pada minat beli ulang. Elemen pencahayaan menjadi elemen yang paling mempengaruhi dan warna yang tidak. Sehingga lebih diperhatian peningkatan atmosfer warna dalam melakukan inovasi dikemudian hari sebagai rekomendasi bagi pihak Chingu Korean Fan Café. ;---The change of consumer’s oriented from service oriented to experience oriented has became the new challenge in Korean Restaurant Industry at Bandung in terms of maintaining a memorable experience. Marketers are expected to create a hallyu wave ambiance that is not only creating feeling and emotion but also impression. As the most impressed Korean Restoran in Bandung due to prasurvey, Chingu Korean Fan Café has made a store atmosphere’s innovation that is followed by the rise of amount of the visitors. Knowing how much impact is given by atmosphere to visitors’ impression and its affection on repurchase intention is needed in order to maintain the brand image, selling and loyalty. Aiming to study the description of visitor responses about the atmospher, costumer’s impressions, and repurchase intention, how big the influence of the seven major elements of the atmosphere to the visitor's impression, how much influence impression of repurchase intention and how big the influence of the seven major elements of the atmosphere against repurchase intention, This study used explanatory survey with simple random sampling technique with the number of sample of 100 costumers and the technique of path analysis analysis using SPSS 23.0 software. The results revealed that firstly, the picture of atmosphere, costumer;s impression and repurchase intention is perceived in the high level. Secondly, there is a greater influence generated by the atmosphere through the impression of visitors and impact on minat beli ulang. The lighting element becomes the most affecting element and the color is treated as opposite. Increasing the color as one of innovations in the future is treated as a recommendation for the Chingu Korean Fan Café.
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | No. Panggil : T MMB KOE p-2017; Pembimbing : I. Agus Rahayu, II. Lili Adi Wibowo; NIM : 1503412. |
| Uncontrolled Keywords: | Atmosfer, Costumer’s Impression, Minat Beli Ulang, Atmosphere, Costumer’s Impression, Repurchase Intention. |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Mrs. Santi Santika |
| Date Deposited: | 22 Feb 2018 02:48 |
| Last Modified: | 22 Feb 2018 02:48 |
| URI: | http://repository.upi.edu/id/eprint/29552 |
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