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ANALISIS HEDONIC & UTILITARIAN VALUE TERHADAP PURCHASE INTENTION PADA LAYANAN OMAKASE KOPI: STUDI KASUS OMACOFFEE BREWERS
Tren layanan omakase yang sebelumnya populer di industri kuliner Jepang kini mulai diadaptasi ke dalam industri kopi specialty. Omakase, yang mengandalkan kepercayaan penuh pada penyaji (barista), menawarkan pengalaman yang personal dan intens. Penelitian ini bertujuan untuk menganalisis pengaruh nilai hedonik dan utilitarian terhadap niat beli (purchase intention), dengan service value sebagai variabel mediasi, serta membandingkan efeknya antara dua jenis layanan: omakase dan reguler. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Sampel penelitian terdiri dari 111 responden untuk layanan Hasil penelitian menunjukkan bahwa nilai hedonik dan utilitarian berpengaruh positif terhadap niat beli, baik secara langsung maupun melalui mediasi service value. Meskipun tidak ditemukan perbedaan efek mediasi yang signifikan antar kelompok, pendekatan omakase terbukti memberikan pengaruh emosional dan fungsional yang lebih kuat terhadap niat beli. Penelitian ini memberikan kontribusi terhadap pengembangan strategi layanan berbasis nilai dan pengalaman dalam industri kopi di Indonesia. As the specialty coffee industry grows, innovative service formats like omakase—a Japanese-inspired approach emphasizing trust, personalization, and sensory engagement—have begun reshaping how consumers experience coffee. This study examines the influence of hedonic and utilitarian values on purchase intention, with service value as a mediating variable, and further investigates whether these effects differ across two service types: omakase and regular. A quantitative research method was employed using PLS-SEM on data collected from 111. The findings reveal that both hedonic and utilitarian values significantly effect purchase intention, both directly and indirectly via service value. However, no statistically significant difference was found in the mediating effects between the two groups. Nevertheless, the omakase service model demonstrates a stronger emotional and functional impact, suggesting that personalized and immersive service delivery enhances consumer decision-making processes. These findings contribute to a deeper understanding of value-driven service experiences and offer strategic insights for coffee businesses seeking to differentiate themselves in a competitive market.
KODEPRODI93203#Manajemen_Industri_Katering_S1, Universitas Pendidikan Indonesia
ANALISIS HEDONIC & UTILITARIAN VALUE TERHADAP PURCHASE INTENTION PADA LAYANAN OMAKASE KOPI: STUDI KASUS OMACOFFEE BREWERS (Text)
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H Social Sciences (General)
HF Commerce