PENGARUH PENGALAMAN MINUM KOPI DAN SUASANA TOKO MELALUI MOTIVASI HEDONIS DAN UTILITARIAN PADA NIAT MEMBELI KEMBALI

Anisa Dwi Safitri(1*), Meylani Tuti(2),

(1) Universitas Asa Indonesia
(2) Universitas Asa Indonesia
(*) Corresponding Author

Abstract


This research analyzed the influence of the coffee-drinking experience and store at­mos­phere, influencing the tendency to repurchase using hedonic and utilitarian motivation. The population of this research was the customers of the Kopi Bajawa Flores cafe. The sam­ple used was purposive sampling, with 251 respondents, and used quantitative research me­thods. The data analysis approach used a structural equation model implemented using SmartPLS software. The findings of this study indicated that a customer's experience con­su­ming coffee and the ambiance of the store significantly influenced their likelihood of making a subsequent purchase from both hedonic and utilitarian motivations. Store atmosphere signi­ficantly influenced the intention to repeat purchases with hedonic motivation aspects. From the results of this research, if a company wanted to increase sales, it was recommended that the company be able to fulfill consumers' emotional pleasure. Further research was also re­commended to discover other variables influencing company sales statistics.

 

Tujuan penelitian ini adalah menganalisi pengaruh pengalaman minum kopi dan sua­sana toko memengaruhi kecenderungan untuk melakukan pembelian kembali dengan moti­vasi hedonis dan utilitarian. Populasi penelitian ini adalah pelanggan kafe Kopi Bajawa Flo­res. Sampel yang digunakan adalah purposive sampling, dengan jumlah 251 responden dan de­ngan metode penelitian kuantitatif. Pendekatan analisis data menggunakan model persa­ma­an struktural yang diimplementasikan menggunakan software SmartPLS. Temuan penelitian ini menunjukkan bahwa pengalaman pelanggan mengonsumsi kopi, serta suasana toko, se­ca­ra signifikan memengaruhi kemungkinan mereka melakukan pembelian berikutnya baik se­ca­ra motivasi hedonis maupun utilitarian. Suasana toko secara signifikan memengaruhi niat membeli kembali dengan aspek motivasi hedonis. Dari hasil penelitian tersebut jika perusa­ha­an ingin meningkatkan penjualan disarankan perusahaan dapat lebih memenuhi emosional ke­senangan konsumen. Penelitian lanjutan juga disarankan untuk mengetahui lebih lanjut va­riabel-variabel lain yang dapat memengaruhi statistik penjualan perusahaan.


Keywords


Pengalaman minum kopi, suasana toko, motivasi hedonis, motivasi utilitarian, niat membeli kembali

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DOI: https://doi.org/10.38076/ideijeb.v5i1.233

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