PENGARUH VARIASI MENU DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA RESTORAN SEBAGAI VARIABEL INTERVENING
STUDI KASUS: NUCIFERA CAFE DAN PASTRY MAKASSAR
DOI:
https://doi.org/10.35965/jbm.v6i2.4442Keywords:
Variasi Menu, Store Atmosphere, Keputusan Pembelian, Citra Restoran, Nucifera CafeAbstract
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.
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