Pengaruh Atmosferik terhadap Kepuasan dan Niatan Perilaku Konsumen

  • Edi Purwanto Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia Jakarta
  • Deny Deny Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia Jakarta
  • Richa Chandra Tansil Fakultas Ilmu Sosial dan Humaniora, Universitas Bunda Mulia Jakarta
Keywords: atmospherics, service quality, perceived value, food quality, customer satisfaction, behavioral intentions

Abstract

We study the atmospheric role at restaurant “X”, a Japanese chain restaurant in numerous Jakarta areas. More specifically, we analyze (1) the effect of atmospherics on service quality; (2) the effect of atmospherics on food quality; (3) the effect of atmospherics on perceived value; (4) the effect of service quality on customer satisfaction; (5) the effect of  perceived value on customer satisfaction; (6) the effect of  food quality on customer satisfaction; (7) the effect of  service quality on behavioral intentions; (8) the effect of  customer satisfaction on behavioral intentions; (9) the effect of  food quality on behavioral intentions, (10) indirect effect of atmospherics on customer satisfaction; and (11) indirect effect of atmospherics on behavioral intentions. We distributed questionnaires to customers of “X” restaurant and received back 283 questionnaires, of which 229 were usable for further analysis. Overall, the findings support all the hypotheses, except hypotheses (4) and  (7), probably because this is a self-service restaurant chain.


Abstrak

 

Penelitian ini dilakukan untuk mengetahui peran atmosferik di restoran “X,” sebuah restoran Jepang yang berada di berbagai area di Jakarta. Penelitian ini menganalisis (1) pengaruh atmosferik terhadap kualitas layanan; (2) pengaruh atmosferik terhadap kualitas makanan; (3) pengaruh atmosferik terhadap nilai yang dirasakan; (4) pengaruh kualitas layanan terhadap kepuasan pelanggan; (5) pengaruh nilai yang dirasakan terhadap kepuasan pelanggan; (6) pengaruh kualitas makanan terhadap kepuasan pelanggan; (7) pengaruh kualitas layanan terhadao niatan perilaku konsumen; (8) pengaruh kepuasan pelanggan terhadap niatan perilaku konsumen; (9) pengaruh kualitas makanan terhadap niatan perilaku konsumen; (10) pengaruh tidak langsung atmosferik terhadap kepuasan pelanggan; dan (11) pengaruh tidak langsung atmosferik terhadap niatan perilaku konsumen. Desain penelitian ini adalah kuantitatif. Kami membagikan kuesioner kepada para pelanggan restoran “X” di Jakarta dan kuesioner yang kembali berjumlah 283, yang mana ada 54 kuesioner yang tidak dapat digunakan, sehingga penelitian ini menggunakan 229 sampel. Setiap indikator terbukti sahih dan setiap variabel terbukti handal. Penelitian ini menemukan bahwa pengaruh atmosferik terhadap kualitas layanan, kualitas makanan, dan nilai yang dirakan secara parsial positif dan signifikan. Pengaruh nilai yang dirasakan dan kualitas makanan terhadap kepuasan pelanggan secara parsial juga positif dan signifikan. Pengaruh kepuasan pelanggan terhadap niatan perilaku konsumen positif dan signifikan. Pengaruh kualitas makanan terhadap niatan perilaku konsumen juga ditemukan positif dan signifikan. Pengaruh tidak langsung atmosferik terhadap kepuasan pelanggan dan niatan perilaku konsumen juga positif dan signifikan. Namun, karena di restoran yang diteliti konsumen mereka melayani diri sendiri, maka kualitas layanan tidak berpengaruh signifikan terhadap kepuasan pelanggan dan niatan perilaku konsumen.

Downloads

Download data is not yet available.

References

Ahtola, O. T. 1985. Price as a give component in an exchange theoretic multicomponent model, in: Kinnear TC (Ed.), Advances in Consumer Research 11, Ann Arbor, MI: Association for Consumer Research. :623-626.

Babin, B. J., dan J. S. Attaway. 2000. Atmospheric affect as a tool for creating value and gaining share of customer, J. Bus. Res. 49: 91-99.

Baker, J., M. Levy, dan D. Grewal. 1992. An experimental approach to making retail store environmental decisions, Journal of Retailing 68 (4): 445-60.

Baker, J., D. Grewal, dan A. Parasuraman. 1992.The influence of store environment on quality inferences and store image, Journal of the Academy of Marketing Science 22 (4): 328-39.

Baker, J., A. Parasuraman, dan G. B. Voss. 2002. The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions, Journal of Marketing 66 (1): 120-141.

Chen, H-S. dan T. Hsieh. 2011. The effect of atmosphere on customer perceptions and customer behavior responses in chain store supermarkets, African Journal of Business Management 5 (24): 10054-10066, 14 October.

Choi, E. J. dan S-H. Kim. 2013. The Study of the Impact of Perceived Quality and Value of Social Enterprises on Customer Satisfaction and Re-Purchase Intention,” International Journal of Smart Home 7 (1): 239-251.

Cronin, J. J., M. K. Brady, G. Hult, dan M. Tomas. 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, Journal of Retailing 76 (2) : 193–218.

Donovan, R. J. and J. R. Rossiter. 1982. Store atmosphere: an environmental psychology approach, Journal of Retailing 58: 34-37.

Ehigie, B. O. 2006. Correlates of customer loyalty to their bank: a case study in Nigeria, International Journal of Bank Marketing 24 (7): 494-508.
Ferree, M. 1973. What is food quality? Journal of Food Distribution Research: 34-36.

Gilbert, G. R., C. Veloutsou, M. Goode, dan L. Moutinho. 2004. Measuring customer satisfaction in the fast food industry: A cross-national approach. The Journal of Services Marketing 18 (5): 371-383.

Ha, J. dan Jang, SC (S). 2012. The effects of dining atmospherics on behavioral intentions through quality perception, Journal of Services Marketing, 26 (3): 204–215.

Hair, J. F., C. M. Ringle, dan M. Sarstedt. 2011. PLS-SEM: Indeed a Silver Bullet, Journal of Marketing Theory and Practice 19 (2): 139–151.

Kobylanski, A. dan B. Pawlowska. 2012. Managing Customer Satisfaction: A Conceptual Framework” in The Business Review, Cambridge 20 (1): 33-41.

Kotler, P. 1973. Atmospherics as a marketing tool, Journal of Retailing 49: 46-64.

Monroe, K. B. 2002. Pricing: Making Profitable Decisions (3rd Ed.). New York, NY: McGraw- Hill Book Company.

Olorunniwo, F., M. K. Hsu, dan G. J. Udo.. 2006. Service quality, customer satisfaction, and behavioral intentions in the service factory, The Journal of Services Marketing 20 (1); ABI/INFORM Research: 59-72.

Patterson, P. G., L. W. Johnson, dan R. A. Spreng. 1997. Modeling the determinants of customer satisfaction for business-to-business professional services, Journal of the Academy of Marketing Science 25 (1): 4-17.

Parasuraman, A., Zeithaml, V. A. and Berry, L. L. 1986. SERVqual: a multiple-item scale for measuring consumer perceptions of service quality. Cambridge, Mass,Marketing Science Institute.

Polyorat, K. and Sophonsiri, S. 2010. The influence of service quality dimensions on customer satisfaction and customer loyalty in the chain restaurant context: a thai case. Journal of Global Business and Technology 6 (64): 64-76.

Purwanto, E. 2014. The effect of consumer ethnocentrism on perceived domestic product quality and purchase intentions among young consumers in jakarta, indonesia, International Journal of Asian Social Science 4 (9): 1003-1012

Qin, H. dan Prybutok, V. R. 2008. Determinants of Customer-Perceived Service Quality in Fast-Food Restaurant and Their Relationship to Customer Satisfaction and Behavioral Intentions, The Quality Management Journal 15 (2): 35-50.

Ryu, K. dan Jang, S. 2007. Influence of restaurant’s physical environments on emotion and behavioral intention”, Service Industries Journal 28 (8): 1151-1165.

Siddiqi, K. O. 2011. Interrelations between Service Quality Attributes, Customer Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh, International Journal of Business and Management 6 (3): 12-36.

Szymanski, D. M. dan D. H. Henard. 2001. Consumer satisfaction: a meta-analysis of the empirical evidence, Journal of the Academy of Marketing Science 29 (1): 16-35,

Tjiptono, F. dan G. Chandra. 2011. Service, quality & satisfaction. Yogyakarta: Penerbit Andi.

Wen, C., Qin, H., Prybutok, V. R., and Blankson, C. 2012. The Role of National Culture on Relationships Between Customers' Perception of Quality, Values, Satisfaction, and Behavioral Intentions, The Quality Management Journal 19 (4): 7-23.

Wiyono, G. 2011. Merancang Penelitian Bisnis dengan Alat Analisis SPSS17.0 & Smart PLS 2.0.Yogyakarta: Unit Penerbit dan Percetakan STIM YKPN.

Zeithaml, V. A. 1988. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing 52(3): 2-22.

Zeithaml, V. A., L. L. Berry, L. L. dan A. Parasuraman. 1996. The Behavioral Consequences of Service Quality, Journal of Marketing 60:31-46.
Published
2016-12-30
How to Cite
Purwanto, E., Deny, D., & Tansil, R. (2016). Pengaruh Atmosferik terhadap Kepuasan dan Niatan Perilaku Konsumen. Jurnal Ekonomi Dan Bisnis, 19(3), 355-372. https://doi.org/https://doi.org/10.24914/jeb.v19i3.346
Section
Articles