PENGARUH FOOD IMAGE TERHADAP BEHAVIORAL INTENTION DI SUDIRMAN STREET DAY & NIGHT MARKET

Ariandani, Widi (2017) PENGARUH FOOD IMAGE TERHADAP BEHAVIORAL INTENTION DI SUDIRMAN STREET DAY & NIGHT MARKET. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Sudirman Street Day & Night Market merupakan salah satu kawasan kuliner di Kota Bandung yang menyediakan berbagai jenis makanan Halal maupun Non halal. Seiring perkembangan yang terjadi pada industry kuliner di Kota Bandung, mulai banyak bermunculan kawasan kuliner baru sehingga terjadi penurunan niat untuk kembali ke kawasan ini. Hasil pra penelitian mengindikasikan bahwa behavioral intention di Sudirman Street Day & Night Market cukup rendah. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh Food Image sebagai variabel independen (X) yang terdiri dari Food safety, Food quality, Attractiveness of food, Health benefits of food, Food culture dan Culinary arts of food terhadap Behavioral Intention sebagai variabel dependen (Y). Unit analisis dari penelitian ini adalah konsumen di Sudirman Street, dalam jumlah sampel sebanyak 200 konsumen. Metode yang digunakan dalam penelitian ini adalah metode deskriptif dan verifikatif, penelitian ini dilakukan dalam kurun waktu kurang dari satu tahun, maka metode yang digunakan adalah metode cross sectional method. Penelitian ini menggunakan metode quota sampling, sedangkan data yang digunakan adalah data primer dan data sekunder yang dilakukan melalui studi kepustakaan dan kuesioner. Untuk mengukur besarnya pengaruh Food Image terhadap Behavioral Intention digunakan analisis regresi berganda. Berdasarkan statistik hipotesis, Food Image yang terdiri dari Food safety, Food quality, Attractiveness of food, Health benefits of food, Food culture dan Culinary arts of food dapat mempengaruhi Behavioral Intention serta berpengaruh positif dan signifikan secara parsial dan pengujian secara simultan menunjukkan terdapat empat dimensi yang berpengaruh terhadap Behavioral Intention yaitu, Food quality, Attractiveness of food, Food culture dan Culinary arts of food. Oleh karena itu, manajemen Sudirman Street Day & Night Market diharapkan mampu menciptakan image yang baik dari makanannya dan melakukan diferensiasi produk sehingga kedepannya akan menambah nilai kepuasan kepada konsumen dan dapat mempengaruhi konsumen untuk datang kembali.----------Sudirman Street Day & Night Market is one of the culinary areas in Bandung that provides various types of halal and non kosher food. Along with the development that occurred in the culinary industry in Bandung, began to this area. Pre-research results indicate that the behavioral intention in determine the effect of food image as an independent variable (X) consisteng of Food safety, Food quality, Attractiveness of food, Health benefits of food, Food culture and Culinary arts of food to behavioral intention as a dependent variable (Y).Unit of analysis of this research is a costumer of sudirman street day & night market. in the number of sampel of 200 costumer. The used method in the study is a descriptive and verificative, this research was conducted in less than one year, then the method used is the method of cross-sectional method. This study uses a quota sampling, whereas the data used are primary data and secondary data is conducted through literature study and questionnaire. To measure the amount of influence influence of food image on behavioral intention at sudirman street day & night market. To measure the amount of influence of food image on behavioral intention at sudirman street day & night market regression analysis. Based on the statistical hypothesis food image of Food safety, Food quality, Attractiveness of food, Health benefits of food, Food culture and Culinary arts of food can affect behavioral intention as well as a positive affect and also significant impact to partial and in simultaneously there are four dimension that influence to behavioral intention are Food quality, Attractiveness of food, Food culture dan Culinary arts of food. Therefore, management of sudirman street day & night market being abl e to create positive image neither of food an do the differentiation of product to add satisfaction in the future and can effect to behavioral intention

Item Type: Thesis (S1)
Additional Information: No.Panggil:S MPP ARI p-2017; Pembimbing: I. Heri Puspito Diyah Setyorini, II. Taufik Abdullah; NIM: 1304914
Uncontrolled Keywords: Food Image dan Behavioral Intention.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS
Depositing User: Mrs. Santi Santika
Date Deposited: 27 Aug 2018 01:47
Last Modified: 27 Aug 2018 01:47
URI: http://repository.upi.edu/id/eprint/31394

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