Pengaruh Kualitas Makanan, Ulasan Daring, dan Persepsi Harga Terhadap Niat Berkunjung Kembali pada Scarlett's Cafe Pantai Indah Kapuk

Liaw, Melvin and Hartono, Adeline (2024) Pengaruh Kualitas Makanan, Ulasan Daring, dan Persepsi Harga Terhadap Niat Berkunjung Kembali pada Scarlett's Cafe Pantai Indah Kapuk. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui apakah kualitas makanan, ulasan daring, persepsi harga mempengaruhi niat berkunjung kembali pada Scarlett's Cafe Pantai Indah Kapuk, dikarenakan rendahnya angka niat berkunjung kembali konsumen pada Scarlett’s Cafe. Penelitian ini menggunakan metode survei. Pengumpulan data dilakukan menggunakan instrumen kuesioner online. Target populasi yang diteliti adalah konsumen Scarlett's Cafe Pantai Indah Kapuk yang berusia kurang dari 20 tahun hingga lebih dari 40 tahun yang berdomisili di Jakarta, Tangerang, Bogor, Depok, Bekasi, dan Non-Jabodetabek. Responden yang valid sebanyak 196 dari 220 sampel. Teknik pengumpulan data yaitu purposive sampling. Digunakan program PLS-SEM untuk analisis data yang diperoleh. Hasil dari penelitian ini adalah persepsi harga berpengaruh positif dan signifikan pada niat mengunjungi kembali, sedangkan kualitas makanan dan ulasan daring tidak berpengaruh secara positif dan signifikan terhadap niat mengunjungi kembali konsumen pada Scarlett’s Cafe Pantai Indah Kapuk. Kualitas makanan tidak berpengaruh secara positif dan signifikan dikarenakan rasa, tekstur, dan warna (penampilan) kualitas makan yang kurang baik ketika disajikan. Ulasan daring tidak berpengaruh secara positif dan signifikan dikarenakan konsumen merasa kurang puas dengan pengalaman yang didapatkan. Sehingga perlu ditingkatkannya kualitas makanan agar konsumen puas dan dapat memberikan ulasan daring yang positif. / The purpose of this study was to determine whether food quality, EWOM, perceived price affect revisit intention at Scarlett's Cafe Pantai Indah Kapuk, due to the low number of consumer revisit intention at Scarlett's Cafe. This research uses a survey method. Data collection was conducted out using an online questionnaire instrument. The target population studied were consumers of Scarlett's Cafe Pantai Indah Kapuk aged less than 20 years to more than 40 years who live in Jakarta, Tangerang, Bogor, Depok, Bekasi, and Non-Jabodetabek. Valid respondents were 196 out of 220 samples. The data collection technique is purposive sampling. The PLS-SEM program was used to analyze the data obtained. The results of this study are perceived price have positive and significant effect on revisit intentions, while food quality and EWOM have no positive and significant effect on consumer revisit intentions at Scarlett's Cafe Pantai Indah Kapuk. Food quality does not have a positive and significant effect due to the taste, texture, and color (appearance) of food quality not really good when served. EWOM does not have a positive and significant effect because consumers are dissatisfied with the experience they got. So it is important to improve the quality of food so that consumers are satisfied and can give a positive EWOM.

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