Analisis Niat Perilaku Konsumen Pada Restoran Cepat Saji di Kota Batam Pada Masa Pandemi Covid-19
DOI:
https://doi.org/10.32493/jpkpk.v5i1.10542Keywords:
Restoran Cepat Saji, Niat Perilaku, Kualitas Makanan, Kualitas Pelayanan, SuasanaAbstract
Perkembangan bisnis restoran cepat saji dapat dibuktikan dengan meningkatnya jumlah restoran. Pada tahun 2019, McDonald’s berencana akan menambah 20 gerai baru, sedangkan KFC akan melakukan penambahan sebanyak 70 gerai baru di Indonesia. Penelitian ini bertujuan untuk mengetahui hubungan dari kualitas makanan, kualitas pelayanan, suasana, kontrol persepsi perilaku, dan nilai harga terhadap niat perilaku pelanggan pada restoran cepat saji di Kota Batam. Responden pada penelitian ini adalah konsumen yang telah pernah mengunjungi restoran cepat saji dan dengan jumlah sampel sebanyak 332 responden. Teknik pengujian data pada penelitian ini menggunakan IBM SPSS Statistics 24. Hasil penelitian ini mengungkapkan bahwa kualitas makanan, kualitas pelayanan, suasana, kontrol persepsi perilaku, dan nilai harga yang positif akan membentuk niat perilaku pelanggan yang positif di masa depan.
Kata Kunci : Restoran Cepat Saji, Niat Perilaku, Kualitas Makanan, Kualitas Pelayanan, Suasana
References
Antaranews.com. (2020). Transaksi drive-thru di resto cepat saji naik selama pandemi COVID-19. Antaranews.Com.
Badan Pusat Statistik Kota Batam. (2019). Kota Batam dalam Angka 2019.
Badan Pusat Statistik Kota Batam. (2020a). Kota Batam dalam Angka 2020. In Badan Pusat Statistik Kota Batam.
Badan Pusat Statistik Kota Batam. (2020b). Kota Batam dalam Angka 2020.
Batampos.co.id. (2020). Ditetapkan Hari Ini, UMK Batam 2021 Tidak Naik. Batampos.Co.Id.
Bisnis.com. (2019). Bisnis Restoran Cepat Saji Berpeluang Tumbuh 15% Tahun Ini. https://ekonomi.bisnis.com/read/20190211/12/887488/bisnis-restoran-cepat-saji-berpeluang-tumbuh-15-tahun-ini
Choe, J. Y. (Jacey), & Kim, S. (Sam). (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71(May 2017), 1–10. https://doi.org/10.1016/j.ijhm.2017.11.007
Erkmen, E., & Hancer, M. (2018). Creating Value for Restaurant Customer: The Role of Other Customers in Dining Experience. Springer International Publishing. https://doi.org/10.1007/978-3-319-78553-0_11
Fu, Y., Liu, X., Wang, Y., & Chao, R. F. (2018). How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value. Tourism Management. https://doi.org/10.1016/j.tourman.2018.06.023
Investasi.kontan.co.id. (2020). Bagaimana prospek emiten restoran cepat saji di tengah pandemi Covid-19? Investasi.Kontan.Co.Id.
Investasi.online. (2019). Kelebihan Terjun ke Bisnis Restoran Cepat Saji di Indonesia. Investasi.Online.
Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance, 37(16), 538–544. https://doi.org/10.1016/s2212-5671(16)30162-9
Jang, S. C. S., Ha, J., & Park, K. (2012). Effects of ethnic authenticity: Investigating Korean restaurant customers in the U.S. International Journal of Hospitality Management, 31(3), 990–1003. https://doi.org/10.1016/j.ijhm.2011.12.003
Kompasiana.com. (2017). Makanan Siap Saji Mendominasi Indonesia. Kompasiana.Com.
Kumparan.com. (2018). Ini 5 Alasan Mengapa Fast Food Sangat Digemari. Kumparan.Com.
Liao, W. L., & Fang, C. Y. (2019). Applying an extended theory of planned behavior for sustaining a landscape restaurant. Sustainability (Switzerland), 11(18), 1–13. https://doi.org/10.3390/su11185100
Ling, S., & Bhatti, M. (2014). Work Stress and Job Performance in Malaysia Academic Sector: Role of Social Support as Moderator. British Journal of Economics, Management & Trade, 4(12), 1986–1998. https://doi.org/10.9734/bjemt/2014/12098
Lesmana, R., Sutarman, A., & Sunardi, N. Building A Customer Loyalty Through Service Quality Mediated by Customer Satisfaction. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(3), 38-45
Lesmana, R., Sunardi, N., Hastono, H., & Widodo, A. S. (2021). Perceived Quality Membentuk Customer Loyalty via Brand Equity pada Pengguna Smartphone Merek Xiaomi di Tangerang Selatan. Jurnal Pemasaran Kompetitif, 4(2), 157-167
Lesmana, R., Sunardi, N., & Kartono. The Effect of Financing and Online Marketing on MSMEs Income Increasing at Intermoda Modern Market BSD City Tangerang Selatan. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(7), 25-34
Meng, B., & Choi, K. (2017). An investigation on customer revisit intention to theme restaurants: The role of servicescape and authentic perception. International Journal of Contemporary Hospitality Management.
Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480–498. https://doi.org/10.1177/1356766718822675
Nam, M.-J., Shim, C., & Jeong, C. (2017). The effect of food quality on behavioral intention in Korean restaurants : From the perspective of Chinese tourists. International Journal of Tourism and Hospitality Research, 31(10), 59–72. https://doi.org/10.21298/ijthr.2017.10.31.10.59
Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34(June 2016), 70–81. https://doi.org/10.1016/j.jretconser.2016.09.008
Sunardi, N., & Lesmana, R. (2020). Konsep Icepower (Wiramadu) sebagai Solusi Wirausaha menuju Desa Sejahtra Mandiri (DMS) pada Masa Pandemi Covid-19. JIMF (Jurnal Ilmiah Manajemen Forkamma), 4(1).
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2017.04.003
Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73–95. ttps://doi.org/10.1177/1356766719858649
Sezgin, E., & Göde, M. Ö. (2017). Local survivor vs. Global brand: Behavioural intention and brand loyalty tales of fast food restaurants. Tourism, 65(4), 406–421.
Sihombing, D. A. (2020). Faktor Yang Berpengaruh Terhadap Kinerja Guru Pada Sekolah Menengah Di Kota Batam. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 242–250. https://doi.org/10.31294/jeco.v4i2.8240
Sihombing, D. A. (2021). Analisis Niat Kunjungan Kembali Wisatawan Domestik Ke Kota Batam. 04(2), 143–156.
Siyoto, S dan Sodik, M. A. (2015). Dasar Metodologi Penelitian Cetakan Pertama. Literasi Medika.
Sujarweni Wiratna. (2015). Metodologi Penelitian - Bisnis dan Ekonomi. In Metodologi Penelitian.
Tripadvisor. (2020). Restoran Makanan Cepat Saji di Batam. Tripadvisor.Co.Id.
Utama, I. G. B., & Eka Mahadewi, N. M. (2012). Metodologi Penelitian Pariwisata dan Perhotelan. “Metodologi Penelitian Pariwisata dan Perhotelan.
Winnetnews.com. (2019). Alasan Mengapa Makanan Cepat Saji Mendominasi di Indonesia. Winnetnews.Com.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2016.12.013
Downloads
Published
Issue
Section
License
Open Access
Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
