PENGARUH PENGALAMAN MINUM KOPI DAN SUASANA TOKO MELALUI MOTIVASI HEDONIS DAN UTILITARIAN PADA NIAT MEMBELI KEMBALI
(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.
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DOI: https://doi.org/10.38076/ideijeb.v5i1.233
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