Pengaruh inspiring visit desire, forming visit awareness, dan facilitating interpersonal interaction terhadap behavioral intention to visit dan actual visit behavior pada kudos café Surabaya

Leliga, Felicia Juliani (2019) Pengaruh inspiring visit desire, forming visit awareness, dan facilitating interpersonal interaction terhadap behavioral intention to visit dan actual visit behavior pada kudos café Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan persaingan kafe dan restoran yang begitu pesat di Surabaya menjadi kesempatan bagi pengusaha untuk mengembangkan bisnisnya dengan menggunakan kecanggihan teknologi untuk berhadapan dengan target market yang didominasi generasi yang sangat cakap teknologi. Salah satu kafe yang ikut menjadikan online digital platform sebagai media marketing tools adalah Kudos Café Surabaya. Kudos Café Surabaya hingga saat ini bersaing dengan ratusan kompetitor yang selalu melakukan inovasi terbaru untuk menjadikan brand Kudos Café selalu eksis di benak customer dengan menggunakan media Instagram yang merupakan online digital platform yang paling populer digunakan generasi muda saat ini. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Inspiring Visit Desire diwakili oleh variabel Experiencing Appeal (EA) dan Generating Empathy (GP), Forming Visit Awareness diwakili oleh variabel Providing Image (PI) dan Presenting Guide (PG), dan Facilitating Interpersonal Interaction diwakili oleh variabel Social Influence (SI) dan Cybercommunity Influence (CI) terhadap Behavioral Intention to visit (BI) dan Actual Visit Behavior (AV) pada Kudos Café Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 135 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, pernah melakukan kunjungan ke Kudos Café dalam enam bulan terakhir, pernah melihat Instagram Kudos Café dan vlog maupun blog kuliner dan travelling yang membahas Kudos Café Surabaya. Hasil penelitian menunjukkan bahwa variabel Experience Appeal (EA) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang signifikan ke arah positif dengan koefisien regresi sebesar 0.403; variabel Generating Empathy (GP) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang tidak signifikan ke arah positif dengan koefisien regresi sebesar 0.053; variabel Providing Image (PI) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang tidak signifikan ke arah positif dengan koefisien regresi sebesar 0.231; variabel Presenting Guide (PG) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang signifikan ke arah positif dengan koefisien regresi sebesar 0.264; variabel Social Influence (SI) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang signifikan ke arah positif dengan koefisien regresi sebesar 0.360; variabel Cybercommunity Influence (CI) terhadap Behavior Intention to visit (BI) menunjukkan hasil yang signifikan ke arah positif dengan koefisien regresi sebesar 0.289; dan variabel Behavior Intention to visit (BI) terhadap Actual Visit Behavior (AV) menunjukkan hasil yang signifikan ke arah positif dengan koefisien regresi sebesar 0.817 / The rapid competition of café and restaurant at Surabaya become an opportunity for entrepreneurs to develop their business by using high-tech marketing tools to deal with a target market which were dominated by a generation of highly skilled in technology. One of the cafes that using online digital platform as a media marketing tool is Kudos Café Surabaya. Kudos Café Surabaya until now competes with hundreds of competitors who are always making the latest innovations, to make the brand of Kudos Café always exist in the minds of customers by using Instagram which is the most popular online digital platform used by young generation nowadays. The purpose of this study were to determine the effect of Inspiring Visit Desire which were represented by Experiencing Appeal (EA) and Generating Empathy (GP), Forming Visit Awareness which were represented by Providing Image (PI) and Presenting Guide (PG), and Facilitating Interpersonal Interaction which were represented by Social Influence (SI) and Cybercommunity Influence (CI) towards Behavioral Intention to visit (BI) and Actual Visit Behavior (AV) at Kudos Café Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 135 respondents with the characteristics of male and female respondents aged 18-60 years, have visited Kudos Café in the past six months, have seen Instagram Kudos Café and vlogs as well as culinary and traveling blogs that discuss about Kudos Café Surabaya. The results showed that Experience Appeal (EA) with regression coefficient of 0.403 positive and significantly affect Behavior Intention to visit (BI); Generating Empathy (GP) with regression coefficient of 0.053 positive but unsignificantly affect Behavior Intention to visit (BI); Providing Image (PI) with regression coefficient of 0.231 positive but unsignificantly affect Behavior Intention to visit (BI) too, Presenting Guide (PG) with regression coefficient of 0.264 positive and significantly affect Behavior Intention to visit (BI); Social Influence (SI) with regression coefficient of 0.360 positive and significantly affect Behavior Intention to visit (BI); Cybercommunity Influence (CI) with regression coefficient of 0.289 positive and significantly affect Behavior Intention to visit (BI); and Behavioral Intention to visit (BI) with regression coefficient of 0.817 positive and significantly affect Actual Visit Behavior (AV)

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