ANALISIS STORE ATMOSPHERE DAN PERCEIVED VALUE TERHADAP NILAI BELANJA HEDONIS DAN UTILITARIAN PADA KEPUASAN PELANGGAN DAN BERKUNJUNG KEMBALI KONSUMEN DI FILLSGOOD COFFEE

DONNY WAHYU NIAGARA, Suci Paramitasari Syahlani, M.M., Dr.,

2022 | Tesis | Magister Manajemen

Dalam dinamika persaingan industri coffeeshop yang semakin meningkat, store atmosphere dan perceived value menjadi salah santu kunci dalam menarik pelanggan. Setiap coffeeshop berlomba-lomba dalam menarik pelanggan dengan store atmosphere dan perceived value yang dimiliki. Sikap pengunjung terhadap store atmosphere, perceived value, hedonic shopping, utilitarian shopping, customer satisfaction, dan revisit intention menjadi faktor utama pengunjung dalam mengunjungi sebuah coffeeshop. Dimana jika pengunjung menyukai sebuah coffeeshop dibanding coffeeshop hal ini dapat menciptakan keinginan untuk mengunjungi kembali coffeeshop tersebut dan dapat meningkatkan penjualan coffeeshop. Responden penelitian ini adalah yang pernah berkunjung ke Fillsgood Coffee. Jumlah sampel dalam penelitian ini adalah 150 responden dengan teknik Purposive Sampling. Teknik analisis penelitian ini menggunakan Structural Equation Modelling (SEM) dengan program Smart PLS versi 4. Hasil penelitian ini menunjukkan bahwa sikap pengunjung terhadap store atmosphere, perceived value, hedonic shopping, utilitarian shopping, customer satisfaction, dan revisit intention memiliki efek positif yang signifikan terhadap perspektif pengunjung. Keterbatasan penelitian ini hanya dilakukan satu kali dengan satu individu yang berbeda, sehingga ada kemungkinan pengunjung menjawab berdasarkan hasil evaluasi terakhir mereka dalam mengunjungi Fillsgood Coffee bukan berdasarkan persepsi mereka secara keseluruhan.

In the increasingly competitive dynamics of the coffeeshop industry, store atmosphere and perceived value are key in attracting customers. Each coffeeshop competes in attracting customers with its store atmosphere and perceived value. Visitors' attitudes towards store atmosphere, perceived value, hedonic shopping, utilitarian shopping, customer satisfaction, and revisit intention are the main factors for visitors to visit a coffeeshop. Where if visitors like a coffeeshop compared to a coffeeshop, this can create a desire to revisit the coffeeshop and can increase coffee shop sales. The respondents of this research are those who have visited Fillsgood Coffee. The number of samples in this study were 150 respondents with purposive sampling technique. The analysis technique of this research uses Structural Equation Modeling (SEM) with Smart PLS version 4 program. The results of this study indicate that the attitude of visitors to store atmosphere, perceived value, hedonic shopping, utilitarian shopping, customer satisfaction, and revisit intention have a significant positive effect on the perspective of visitors. The limitations of this study include the existence of a subjective process, due to preferences. are perceived constructs per individual. In addition, this research was only conducted once with one different individual, so it is possible that visitors answered based on the results of their last evaluation in visiting Fillsgood Coffee, not based on their overall perception

Kata Kunci : store atmosphere, perceived value, hedonic shopping, utilitarian shopping, customer satisfaction, revisit intention dan SEM