PENGARUH VARIASI MENU DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA RESTORAN SEBAGAI VARIABEL INTERVENING: STUDI KASUS: NUCIFERA CAFE DAN PASTRY MAKASSAR

Intan Fauzia Amalia; Lukman Setiawan; Herminawaty Abubakar

doi:10.35965/jbm.v6i2.4442

Authors

Intan Fauzia Amalia Program Studi Manajemen, Program Pascasarjana, Universitas Bosowa
Lukman Setiawan Program Studi Manajemen, Program Pascasarjana, Universitas Bosowa
Herminawaty Abubakar Program Studi Manajemen, Program Pascasarjana, Universitas Bosowa

DOI:

https://doi.org/10.35965/jbm.v6i2.4442

Keywords:

Variasi Menu, Store Atmosphere, Keputusan Pembelian, Citra Restoran, Nucifera Cafe

Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh variasi menu dan store atmosphere terhadap keputusan pembelian dengan citra restoran sebagai variabel intervening pada Nucifera Cafe dan Pastry Makassar. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif menggunakan kuesioner. Populasi penelitian adalah seluruh konsumen yang mengunjungi Nucifera Cafe dan Pastry Makassar, dan sampel dipilih secara acak. Analisis data dilakukan menggunakan Structural Equation Modeling dengan Partial Least Square (SEM-PLS). Hasil temuan menunjukkan bahwa variasi menu di Nucifera Cafe dan Pastry Makassar memiliki pengaruh positif terhadap citra restoran, tetapi tidak signifikan secara statistik. Meskipun demikian, argumen mendukung pentingnya variasi menu dalam menciptakan citra restoran yang positif dan meningkatkan kepuasan pelanggan. Store atmosphere di Nucifera Cafe dan Pastry Makassar memiliki pengaruh positif dan signifikan terhadap citra restoran. Keberhasilan menciptakan atmosfer yang nyaman dan menarik dapat meningkatkan citra positif dan kepuasan pelanggan. Selanjutnya, variasi menu memiliki pengaruh positif dan signifikan terhadap keputusan pembelian melalui citra restoran. Meskipun dampak langsung store atmosphere pada keputusan pembelian tidak signifikan, namun secara tidak langsung memengaruhi keputusan pembelian melalui citra restoran yang positif. Oleh karena itu, strategi untuk meningkatkan keputusan pembelian di Nucifera Cafe dan Pastry Makassar dapat difokuskan pada peningkatan variasi menu dan perhatian lebih lanjut terhadap store atmosphere. Penelitian ini memberikan kontribusi dalam pemahaman faktor-faktor yang memengaruhi keputusan pembelian di industri makanan dan minuman, khususnya pada restoran seperti Nucifera Cafe dan Pastry Makassar. Implikasi praktis dari penelitian ini adalah pentingnya mengelola variasi menu dan menciptakan store atmosphere yang menarik untuk membangun citra restoran yang positif dan meningkatkan kepuasan serta keputusan pembelian pelanggan.

This study aims to evaluate the effect of menu variations and store atmosphere on purchasing decisions with restaurant imagery as an intervening variable at Nucifera Cafe and Pastry Makassar. The research method used was a survey with a quantitative approach using a questionnaire. The research population was all consumers who visited Nucifera Cafe and Pastry Makassar, and the sample was randomly selected. Data analysis was conducted using Structural Equation Modeling with Partial Least Square (SEM-PLS). The findings show that the menu variations at Nucifera Cafe and Pastry Makassar have a positive influence on the restaurant's image, but it is not statistically significant. Nevertheless, arguments support the importance of menu variety in creating a positive restaurant image and increasing customer satisfaction. Store atmosphere at Nucifera Cafe and Pastry Makassar has a positive and significant influence on the restaurant's image. Success in creating a comfortable and attractive atmosphere can increase a positive image and customer satisfaction. Furthermore, menu variations have a positive and significant influence on purchasing decisions through restaurant image. Although the direct impact of store atmosphere on purchasing decisions is not significant, it indirectly influences purchasing decisions through a positive restaurant image. Therefore, strategies to improve purchasing decisions at Nucifera Cafe and Pastry Makassar can be focused on increasing menu variations and paying more attention to store atmosphere. This research contributes to understanding the factors that influence purchasing decisions in the food and beverage industry, especially in restaurants such as Nucifera Cafe and Pastry Makassar. The practical implication of this research is the importance of managing menu variations and creating an attractive store atmosphere to build a positive restaurant image and increase customer satisfaction and purchasing decisions.

Downloads

Download data is not yet available.

References

Aprileny, I., Nur Arifiani, P., & Apri Emarawati, J. (2022). Pengaruh Variasi Menu, Store Atmosphere Dan Citra Restoran Terhadap Keputusan Pembelian (Studi Konsumen: Restoran Bijin Nabe By Tsukada Nojo Plaza Senayan, Jakarta). Journal Ikraith Ekonomika, 5(3). Http://Journals.Upi-Yai.Ac.Id/Index.Php/Ikraith-Ekonomika

Baker, J., & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions. Journal of the Academy of Marketing Science, 24(4), 338-349.

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.

Genesius, & Renwarin, J. M. (2022a). Pengaruh Store Atmosphere, Lokasi Dan Variasi Menu Terhadap Keputusan Pembelian Di Pempek G Putra. Jurnal Mahasiswa Institut Teknologi Dan Bisnis Kalbis, 8(3).

Genesius, & Renwarin, J. M. (2022b). Pengaruh Store Atmosphere, Lokasi Dan Variasi Menu Terhadap Keputusan Pembelian Di Pempek G Putra. Jurnal Mahasiswa Institut Teknologi Dan Bisnis Kalbis, 8(3).

Hwang, J., & Kim, W. G. (2011). The effect of the number of menu items on customer menu evaluations and purchase intentions: Moderating role of price consciousness. International Journal of Hospitality Management, 30(3), 499-507.

Hwang, J., & Kandampully, J. (2012). The role of the emotional and functional value in food selection. British Food Journal, 114(3), 364-376.

Jung, J., & Yoon, H. H. (2017). The effects of menu variety and service delivery process on customer satisfaction in the restaurant industry. International Journal of Contemporary Hospitality Management, 29(12), 3131-3150.

Khan, M. A., Khan, M. A., & Khan, M. A. (2016). The impact of product variety on customer satisfaction and loyalty: An empirical study on the mobile phone industry in Pakistan. Journal of Marketing and Consumer Research, 20, 1-10

Kim, H. J., & Jang, S. S. (2019). The effect of menu variety on customer satisfaction and revisit intention in upscale restaurants: Moderating role of dining occasion. Journal of Hospitality and Tourism Management, 38, 1–10. https://doi.org/10.1016/j.jhtm.2018.11.001

Kim, S., & Kim, D. (2019). The effect of menu variety on customer satisfaction and revisit intention in family restaurants: Moderating role of perceived value. Journal of Foodservice Business Research, 22(3), 259–276. https://doi.org/10.1080/15378020.2019.1571257

Lee, J., & Kim, Y. (2017). The effect of menu variety on customer satisfaction and revisit intention in upscale hotel restaurants. Journal of Quality Assurance in Hospitality & Tourism, 18(4), 1-2

Martínez, E., & Montaner, T. (2008). The influence of restaurant atmospherics on behavioral intentions: An application of the Mehrabian-Russell model. International Journal of Hospitality Management, 27(2), 193-204

Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273-289.

Nazir, M. (2003). Metode Penelitian. Ghalia Indonesia.

Smith, A. dan Cooper, J. (2018). The impact of menu variety on customer satisfaction and restaurant image. International Journal of Hospitality Management, 76, 58-66.

Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: Do olfactory cues affect evaluations and behaviors? Journal of Marketing, 60(2), 67-80.

Sugiyono. (2009). Metode Penelitian Kuantitatif, Kulitatif, Dan R&D. Alfabeta.

Sugiyono. (2013). Metode Penelitian Kuantitatif Dan R &D. Alfabeta.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Alfabeta.

Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Cv.Alfabeta.

Sunyoto, Danang. (2012). Perilaku Konsumen. Yogyakarta: Graha Ilmu.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7

Wahyu Ali, M. A., Djoko, H. W., & Listyorini, S. (2013). Pengaruh Keragaman Menu, Kualitas Produk, Citra Merek, Dan Iklan Terhadap Keputusan Pembelian. Diponegoro Journal of Social and Politic, 1–9. Http://Ejournals1.Undip.Ac.Id/Index.Php/

Wayan Findia Antika, N., & Luh Putu Indiani, N. (2023). Peran Variasi Menu, Lokasi, Dan Kualitas Layanan Terhadap Keputusan Pembelian Kembali (Studi Kasus Pada Zactie Bar and Restaurant). Warmadewa Management and Business Journal (Wmbj), 5, 1–13.

Yasin, N. M., Noor, M. N. M., & Mohamad, O. (2007). Service quality and customer satisfaction: Antecedents of customer's re-patronage intentions. The Services Industries Journal, 27(7), 841-856.

Yoo, J. J., & Kim, J. H. (2014). The effects of restaurant atmospherics on behavioral intentions: The mediating role of emotional responses. Journal of Travel & Tourism Marketing, 31(5), 541-557