Faktor-faktor yang mempengaruhi brand equity pada restoran Sushi Hiro di Indonesia

Angelia, Widya (2022) Faktor-faktor yang mempengaruhi brand equity pada restoran Sushi Hiro di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Sushi Hiro menghadirkan variasi masakan Japanese seperti makanan laut dengan kualitas terbaik yang tersedia dari perairan lokal dan internasional dengan harga affordable. Sushi Hiro memiliki ambience yang tenang, itu terihat dari konsep zen yang dihadirkan. Bersih, simple dan tertata rapih terkesan natural dan kehidupan digambarkan dengan adanya pepohonan di dalamnya sehingga membuat customer nyaman dan betah berlama-lama. Penelitian ini bertujuan untuk mengetahui pengaruh positif sensory, affective, intellectual, behavioral experience pada willingness to pay more, word of mouth dan repurchase intention. satu objek penelitian ini adalah makanan khas dari Jepang yaitu Sushi. Salah satunya restaurant Sushi yang ada di Jakarta Selatan tepatnya di Street gallery, Pondok Indah Mall. Subjek penelitian dalam semua penelitian ini adalah orang-orang yang pernah datang dan makan di restoran jepang Sushi Hiro di Street Gallery Pondok Indah Mall, Jakarta Selatan. Jenis penelitian ini adalah penelitian kualitatif. Teknik pengambilan sampel yang digunakan untuk penelitian ini adalah non-probability sampling. Jumlah sampel adalah 240 lalu alat analisis menggunakan Partial Least Square (PLS), SmartPLS 3.2.8. Berdasarkan pada hasil uji hipotesis menunjukkan hasil penelitian bahwa semua hipotesis diterima kecuali beberapa variable yang memang tidak memiliki pengaruh yang signifikan diantaranya yaitu sensory experience, affective experience dan behavioral experience tidak berpengaruh terhadap willingness to pay more, affective experience dan behavioral experience tidak berpengaruh terhadap word of mouth dan repurchase intention. / Sushi Hiro presents a variety of Japanese cuisine such as seafood of the highest quality available from local and international waters at affordable prices. Sushi Hiro has a calm ambience, that can be seen from the zen concept it presents. Clean, simple and neatly arranged, it seems natural and life is depicted by the presence of trees in it so that it makes customers comfortable and feel at home for long. This study aims to determine the positive influence of sensory, affective, intellectual, behavioral experience on willingness to pay more, word of mouth and repurchase intention. one object of this research is a typical food from Japan, namely Sushi. One of them is a Sushi restaurant in South Jakarta, to be precise, on Street gallery, Pondok Indah Mall. The research subjects in all of these studies were people who had come and eaten at the Japanese restaurant Sushi Hiro at Street Gallery Pondok Indah Mall, South Jakarta. This type of research is qualitative research. The sampling technique used for this research is non-probability sampling. The number of samples is 240 and the analysis tool uses Partial Least Square (PLS) SmartPLS 3.2.8. Based on the results of hypothesis testing, the research results show that all hypotheses are accepted except for a few variables which do not have a significant effect, including sensory experience, affective experience and behavioral experience that do not affect willingness to pay more, affective experience and behavioral experience do not affect words. word of mouth and repurchase intention.

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