Analisis Consumption Value dan Customer Experience Pada Kedai Kopi Konsep Slow Bar dan Non Slow Bar
Ellyda Chaterina Hutabarat, Naila Zulfa, M.A., M.S., PGDip., Ph. D., FHEA
2023 | Tesis | S2 Manajemen
ABSTRAK
Penelitian
ini dilakukan untuk mengetahui consumption value dan customer
experience pada
kedai kopi konsep slow
bar dan
non
slow bar serta
perbedaan yang terdapat diantara keduanya. Desain
penelitian kualitatif, menggunakan metode pengumpulan data wawancara semi
terstruktur dengan metode convenience, menggunakan
metode analisis data yaitu thematic analysis. Informan
pada penelitian ini adalah pelanggan kedai kopi konsep slow
bar dan
kedai kopi konsep non
slow bar.
Jumlah informan pada penelitian ini adalah 26 orang informan yang terdiri dari
13 orang informan pada kedai kopi konsep slow bar dan 13
orang informan pada kedai kopi konsep non slow bar yang telah
memenuhi kriteria yaitu pelanggan yang melakukan kunjungan ke kedai kopi konsep
slow
bar dan
non
slow bar dan
yang berusia minimal 18 tahun. Teknik pengambilan data menggunakan non-probability
sampling dengan
metode purposive,
sedangkan
uji validitas triangulasi menggunakan teori, wawancara, dokumentasi dan
observasi lapangan. Uji reliabilitas data penelitian dengan menggunakan second
interpreter atau
penafsir kedua, yaitu peneliti lain yang memahami teknik analisis penelitian
kualitatif dengan 75% tingkat kemiripan inter rater reliability (IRR).
Hasil
penelitian ini menunjukkan adanya perbedaan consumption
value dan
customer
experience pada
kedai kopi konsep slow
bar dan
non
slow bar.
Selain itu, ditemukan juga hubungan kesamaan antara nilai epistemic
pada
consumption
value dengan
dimensi think
pada
customer
experience dan
nilai emotional
pada
consumption
value dengan
dimensi feel
pada
customer
experience.
Hasil penelitian juga menunjukkan dimensi sense memberikan
pengaruh munculnya dimensi feel baik pada
kedai kopi konsep slow
bar dan
non
slow bar.
Melalui penelitian ini diharapkan dapat menambah wawasan dan pengetahuan
terkait consumption
value dan
customer
experience pada
kedai kopi konsep slow
bar dan
non
slow bar.
Kata Kunci:
Consumption
Value, Customer Experience, Kedai Kopi
Konsep Slow Bar,
Kedai Kopi Konsep Non Slow Bar.
ABSTRACT
This
research was conducted to find out the consumption value and customer
experience in slow bar and non-slow bar concept coffee shops and the
differences between them. Qualitative research design, using semi-structured
interview data collection methods with convenience methods, using data analysis
methods, namely thematic analysis. The informants in this study were customers
of slow bar concept coffee shops and non-slow bar concept coffee shops. The
number of informants in this study was 26 informants consisting of 13
informants at slow bar concept coffee shops and 13 informants at non-slow bar
concept coffee shops who met the criteria, namely customers who visited slow
bar and non-slow bar concept coffee shops and who were at least 18 years old.
The data collection technique uses non-probability sampling with purposive
method, while the triangulation validity test uses theory, interviews,
documentation and field observations. Test the reliability of research data
using a second interpreter, namely other researchers who understand qualitative
research analysis techniques with 75% interrater reliability (IRR).
The
results of this study show that there are differences in consumption value and
customer experience in slow bar and non-slow bar coffee shops. In addition,
there is also a similarity relationship between the epistemic value of
consumption value and the think dimension of customer experience and the
emotional value of consumption value and the feel dimension of customer
experience. The results also show that the sense dimension influences the
emergence of the feel dimension in both slow bar and non slow bar concept
coffee shops. Through this research, it is hoped that it can add insight and
knowledge related to consumption value and customer experience in slow bar and
non slow bar concept coffee shops.
Keywords: Consumption
Value, Customer Experience, Slow Bar Concept Coffee Shop , Non Slow Bar Concept
Coffee Shop
Kata Kunci : Consumption Value, Customer Experience, Kedai Kopi Konsep Slow Bar, Kedai Kopi Konsep Non-Slow Bar