Pengaruh persepsi atmosfer, persepsi nilai dan nilai hedonik terhadap loyalitas konsumen melalui kualitas layanan warunk upnormal

Kusmarini, Resty Anugrah (2019) Pengaruh persepsi atmosfer, persepsi nilai dan nilai hedonik terhadap loyalitas konsumen melalui kualitas layanan warunk upnormal. Masters thesis, Institut Pertanian Bogor.

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Abstract

The food and beverage industry in Indonesia is currently growing very rapidly due to the high level of demand by consumers. Culinary tourism has become part of a lifestyle that is not only owned by urban communities, but also almost all walks of life in Indonesia. Consumers have many culinary choices so the bargaining power of each restaurant is weakening. In addition to providing quality food and drinks, the restaurant is also required to meet consumer experience through several factors so that consumers still want to visit the restaurant. Likewise with Warunk Upnormal which is demanded to continue to be creative and innovative in order to survive in a growing culinary business. This study aims to 1) Analyze the influence of atmospheric perception, perceived value and hedonic value on the quality of Warunk Upnormal services, 2) Analyze the influence of atmospheric perception, perceived value and hedonic value on consumer loyalty Warunk Upnormal, 3) Formulate managerial implications to increase consumer loyalty. The SEM method is used to assess the relationship between variables of atmospheric perception, perceived value and hedonic values in measurement. Customer Loyalty Index (CLI) analysis is used to link the factors that drive loyalty. The SEM results from this study yielded three of the seven hypotheses whose relationships were significant. The three hypotheses are atmospheric perception variables significantly influence consumer loyalty variables, value perception variables significantly influence service quality variables, and hedonic value variable relationships have a significant effect on service quality, or have a greater than 1.96. While the results of the CLI analysis note that Warunk Upnormal's consumer loyalty index is 55.81 percent. This value is included in the neutral or average category, where the level of consumer loyalty is high when viewed in terms of respondents would recommend Warunk Upnormal to others.

Item Type: Thesis (Masters)
Uncontrolled Keywords: kualitas layanan, nilai hedonik, persepsi atmosfer, persepsi nilai, atmospheric perception, hedonic value, service quality, value perception, Structural Equation Modelling, SEM, Consumer Loyalty Index, CLI.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 23 Dec 2019 04:27
Last Modified: 23 Dec 2019 04:27
URI: http://repository.sb.ipb.ac.id/id/eprint/3504

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