Store Atmosphere terhadap Consumer Satisfaction melalui Experiential Marketing dan Perceived Quality Baso Japri Tasikmalaya

Ela Laela(1*), Mega Amalia Putri(2), Sri Rahayu Ningrat(3), Rudi Hakiki(4), Ripal Anwar Awalludin(5), Aris Nurul Muiz(6)

(1) Siliwangi University
(2) Universitas Siliwangi
(3) Universitas Siliwangi
(4) Universitas Siliwangi
(5) Universitas Siliwangi
(6) Universitas Siliwangi
(*) Corresponding Author

Abstract


Consumer satisfaction is a vital aspect that needs to be studied comprehensively to win market share amid the current competition. One of the Tasikmalaya culinary businesses that is currently developing and much loved by the community is Baso Japri. This study aims to identify the effect of store atmosphere through experiential marketing and perceived quality on consumer satisfaction at Baso Japri Tasikmalaya. The quantitative method with a sample of 100 respondents was taken using a non-probability sampling technique used in this study and analyzed using the partial least squares (PLS) technique with the SmartPLS 3.0 program. The data obtained were then analyzed using outer loadings, construct reliability and validity, discriminant validity, and path coefficient. The results of the study show that: 1) experiential marketing has a significant effect on consumer satisfaction of 5,601; 2) perceived quality has a significant effect on consumer satisfaction of 6,531; 3) store atmosphere has a significant effect on experiential marketing of 20,176; 4) store atmosphere has a significant effect on the perceived quality of 20,703; 5) store atmosphere has a significant effect on consumer satisfaction with experiential marketing as a mediating variable of 5,447. 6) store atmosphere has a significant effect on consumer satisfaction with perceived quality as a mediating variable of 6,032. For further consumer satisfaction research, it is hoped that researchers can increase the sample and complete the data so that there is more data and can support one another.

Keywords


Store atmosphere; Customer satisfaction; Experiential marketing; Perceived quality; Baso Japri.

Full Text:

PDF (Indonesian)

References


Abdullah, Y., Rosliyati, A., & Nugraha, W. A. (2020). Strategi Internet Marketing pada Bisnis Kuliner di Komunitas Wisata Tasikmalaya. Jurnal Riset Manajemen dan Bisnis (JRMB), 5(1), 209–220.

Andrianto, Y., & Santoso, S. (2019). Effect of Service Quality Dimension and Marketing Mixed Dimension of Consumer Loyalty with Consumer Satisfaction as Mediation. International Journal of Multicultural and Multireligious Understanding, 6(5), 768. https://doi.org/10.18415/ijmmu.v6i5.1136

Gersom Hendarsono, S. S. (2013). Analisa Pengaruh Experiental Marketing terhadap Minat Beli Ulang Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1–8.

Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris (2nd ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Hafi, I. P., Farida, N., & Widiartanto. (2015). Pengaruh Perceived Quality dan Store Environment terhadap Keputusan Pembelian Ulang melalui Experiental Marketing sebagai Variabel Intervening (Studi pada Pelanggan Pasaraya Sri Ratu Pemuda Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 4(3), 145–156.

Hanim, N. L., Sunaryo, H., & Athia, I. (2022). Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa terhadap Kepuasan Konsumen Mie Gacoan. Jurnal Ilmiah Riset Manajemen, 11(10), 61–66.

Hendra, S., Wahono, A. M., Setiawan, I., Atikno, W., Hardi, H. P., & Dito, S. B. (2022). Peningkatan Kepuasan Konsumen pada Industri Restoran dengan Metode Quality Function Deployment. Jurnal Manajemen & Teknik Industri-Produksi, 22(2), 111–120. https://doi.org/10.350587/Matrik v22i2.2716

Hidajat, K., & Fahlevi, A. (2020). Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas Konsumen Dimediasi Kepuasan Konsumen Generasi Milenial Masa Pandemic Covid-19 (Survei Pengguna Tokopedia Generasi Milenial Jakarta Utara). Journal for Business and Entrepreneurship, 4(2), 1–17.

Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2020). Pengaruh Store Atmosphere dan Brand Awereness terhadap Minat Beli Ulang Konsumen pada Warung Kopi 88 Banjar Indah Permai melalui Kepuasan Konsumen. Jurnal Mitra Manajemen (JMM Online), 4(4), 492–508.

Iskandar, J., Hidayati, N., & Mustapita, A. F. (2019). Pengaruh Harga, Inovasi, dan Kualitas Produk terhadap Kepuasan Konsumen di RM Cak Sur Sigura Gura Malang. Jurnal Riset Manajemen, 46–60.

Jayadiputra, I. M., & Limantoro, E. O. (2016). Analisa Kepuasan Konsumen Remaja terhadap Lingkungan Fisik, Kualitas Layanan, Kualitas Makanan, dan Harga di Food Court dan Fast Food Restaurants di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 4(1), 330–346.

Juliet, B. S., Yan, L., Udimal, T. B., & Bourema, S. (2022). Study of Consumers Satisfaction Regarding Fast-food Restaurants in Cameroon. 5(1969). North American Academic Research, 5(9), 47-60. https://doi.org/10.5281/zenodo.7090971

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). New Jersey: Prentice Hall.

Kurniawan, A., Lukitaningsih, A., & Hutami, L. T. H. (2023). Pengaruh Kualitas Makanan, Store Atmosphere terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(1), 355–370. https://doi.org/10.47467/alkharaj.v5i1.1215

Meldarianda, R., & Lisan S, H. (2010). Pengaruh Store Atmosphere terhadap Minat Beli Konsumen pada Resort Cafe Atmosphere Bandung. Jurnal Bisnis dan Ekonomi (JBE), 17(2), 97–108.

Ningtyas, A. A., Tresnati, R., & Harahap, D. A. (2021). Pengaruh Citra Merek dan Keragaman Produk terhadap Keputusan Pembelian pada Rumah Makan Baso Iqbal Cimahi. Prosiding Manajemen, 7(1), 177–180. http://dx.doi.org/10.29313/.v7i1.27052

Piarna, R., & Fathurohman, F. (2019). Adopsi E-Commerce pada UMKM di Kota Subang menggunakan Model Utaut. Jurnal Ilmiah Ilmu dan Teknologi Rekayasa, 2(1). https://doi.org/10.31962/jiitr.v2i1.13

Pradana, B., Nurhajati, & Asiyah, S. (2020). Pengaruh Kualitas Pelayanan, Brand Image, dan Atmosfer terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening (Studi Kasus pada Konsumen Cafe Kosulas Lawang). E-Jurnal Riset Manajemen , 9, 146–161.

Putri, D. A., & Semuel, S. E. H. (2016). Pengaruh Store Atmosphere terhadap Purchase Intention dengan Perceived Quality sebagai Variabel Intervening pada Victoria’s Secret Surabaya. Research Gate,2–21.

S, R., Mus, A. R., Damis, H., & Mahmud, A. (2021). The Intervening of Purchase Decision Between Marketing Mix, Consumer Behaviour and Brand Image on Costumer Satisfaction. Jurnal Manajemen Bisnis, 8(2), 382–396. https://doi.org/10.33096/jmb.v8i2.925

Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis, dan Disertasi dengan Partial Least Square SEM (PLS-SEM). Yogyakarta: CV Andi Offset.

Schiffman, L. G., & Kanuk, L. L. (2000). Perilaku Konsumen. Jakarta: PT Indeks.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.

Suhono, Hurriyati, R., & Adieb Sultan, M. (2020). Analysis of the Relationship Between Consumer-Based Brand Equity, Experiential Marketing, Customer Satisfaction, and Customer Loyalty at Starbucks Coffee in Karawang. JRB-Jurnal Riset Bisnis, 4(1), 58–69. https://doi.org/10.35814/jrb.v4i1.1692

Widajanti, E. (2017). Mencapai Keunggulan Kompetitif dengan Berfokus pada Kepuasan Pelanggan. Jurnal Ekonomi dan Kewirausahaan, 7(1), 8–19.

Wijaya, Achmad Tavip, Junaedi Evelyn, M. M. (2020). To Improve Consumer Trust Through Service Quality and Consumer Experience. Journal of Applied Management (JAM), 18(3), 504–510.

Widiastuti, & Basuki, R. A. (2021). Pengaruh Store Atmosphere dan Kualitas Pelayanan terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Moderating. Journal for Business and Entrepreneurship, 5(1), 129–133.

Wijaya, B., Yulita, H., & Delviani, S. (2020). Pengaruh Pengalaman Emosional, Electronic Word of Mouth, Reputasi, dan Kepuasan terhadap Loyalitas Konsumen. Management & Accounting Expose, 3(2), 71–81.

Wijaya, O. S., Siregar, M. Y., & Amelia, W. R. (2021). Pengaruh Suasana Toko/Kedai dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Masakan Ayam Penyet Cabe Hijau. Economics, Business and Management Science Journal, 1(1), 14–21. https://doi.org/10.34007/ebmsj.v1i1.5

Wirartha, I. M. (2006). Metodologi Penelitian Sosial Ekonomi. Yogyakarta: CV Andi Offset.

Yanti Febrini, I., Widowati PA, R., & Anwar, M. (2019). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen dan Minat Beli Ulang di Warung Kopi Klotok, Kaliurang, Yogyakarta. Jurnal Manajemen Bisnis, 10(1), 35–54. https://doi.org/10.18196/mb.10167




DOI: http://dx.doi.org/10.30998/sosioekons.v15i1.15560

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Ela Laela, Mega Amalia Putri, Sri Rahayu Ningrat, Rudi Hakiki, Ripal Anwar Awalludin, Aris Nurul Muiz

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Editorial Office:

Institute for Research and Community services (LPPM)
Universitas Indraprasta PGRI

Address: Campus A Building 3, 2nd Floor
Jl. Nangka No. 58 C (TB. Simatupang), Kel. Tanjung Barat, Kec. Jagakarsa, Jakarta Selatan 12530 Phone: (021) 7818718 – 78835283 ext. 123
Close in sunday and public holidays in Indonesia
Work Hour: 09.00 AM – 08.00 PM



Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.