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Pengaruh Atmosfer dan Kualitas Pelayanan dengan Dimediasi Kepuasan Konsumen terhadap Kunjungan Kembali (Studi Kasus Konsumen Restoran Warunk Upnormal di Kabupaten Bekasi) | Tanjung | Prosiding Manajerial dan Kewirausahaan

Pengaruh Atmosfer dan Kualitas Pelayanan dengan Dimediasi Kepuasan Konsumen terhadap Kunjungan Kembali (Studi Kasus Konsumen Restoran Warunk Upnormal di Kabupaten Bekasi)

Agustini Tanjung, Surya Bintarti, Ergo Nurpatria Kurniawan, Boby Ferdiansyah

Abstract


Lonjakan industri kuliner di berbagai Indonesia menjadi fenomena dalam berkembangnya gaya hidup perkotaan. Warunk Upnormal menjadi salah satu kafe atau restaurant yang mendirikan bisnis sejak 2014. Niat berkunjung kembali merupakan bentuk perilaku (behavioral intention) atau kesediaan pelanggan untuk berkunjung kembali. Atmosfer dan kualitas pelayanan menjadi faktor yang mempengaruhi kunjungan kembali. Atmosfer merupakan ruang yang sengaja dirancang sehingga memiliki suasana tertentu yang dapat memberikan dampak emosional positif. Upnormal memiliki desain yang artistik dan modern dan menyediakan fasilitas yang beragam. Kualitas pelayanan diberikan oleh Warunk Upnormal dengan baik dan profesional. Dibandingkan dengan pesaingnya atmosfer dan kualitas pelyanan di Warunk Upnormal masih lebih baik. Penelitian ini menggunakan metode kuantitatif. Dengan responden 61 data yang diperoleh melalui kuesioner diolah menggunakan program SmartPLS. Penelitian ini berkesimpulan : 1) Atmosfer restoran Warunk Upnormal berperan sangat kecil (0.5%) terhadap kunjungan kembali (revisit), kecilnya peran tersebut diakibatkan karena lokasi restoran Warunk Upnormal kurang mengikuti perkembangan cafe pada jaman sekarang. 2) Kualitas pelayanan Warunk Upnormal berperan relatif kecil (33.6%) terhadap kunjungan kembali (revisit), kecilnya peran tersebut dikarenakan lemahnya pengaruh tersebut diakibatkan kurangnya kualitas pelayanan yang diberikan sehingga tidak sesuai ekspetasi konsumen. 3) Atmosfer restoran Warunk Upnormal berperan relatif kecil (36%) terhadap kepuasan konsumen, kecilnya niai tersebut dikarenakan karena semakin banyaknya pesaing yang muncul dengan desain interior dan suasana yang sama. 4) Kualitas pelayanan Warunk Upnormal berperan cukup kuat (60%) terhadap kepuasan konsumen, Cukup kuatnya peran tersebut dikarenakan memiliki desain yang kekinian dan cocok untuk anak milenial. 5) Atmosfer dan kualitas pelayanan restoran Warunk Upnormal dengan dimediasi oleh kepuasan pelanggan berperan cukup kuat (60%) terhadap kunjungan kembali (revisit), cukup kuatnya peran tersebut dikarenakan hal ini karena dekorasi yang menarik dan pelayanan yang cukup baik.

 

Kata Kunci:
atmosfer, kepuasan konsumen, kualitas pelayanan, kunjungan kembali

 

 

ABSTRACT

 

The surge in the culinary industry in various Indonesia has become a phenomenon in the development of an urban lifestyle. Warunk Upnormal is one of the cafes or restaurants that has established a business since 2014. The intention to visit again is a form of behavior (behavioral intention) or the willingness of customers to visit again. The atmosphere and quality of service are factors that influence revisit. Atmosphere is a space that is intentionally designed so that it has a certain atmosphere that can have a positive emotional impact. Upnormal has an artistic and modern design and provides various facilities. The quality of service provided by Warunk Upnormal is good and professional. Compared to its competitors the atmosphere and service quality at Warunk Upnormal is still better. This study uses quantitative methods. With 61 respondents, the data obtained through the questionnaire was processed using the SmartPLS program. This study has a conclusion; 1) The atmosphere of the Warunk Upnormal restaurant plays a very small role (0.5%) on revisits, this small role is caused by the location of the Warunk Upnormal restaurant not following the development of cafes nowadays. 2) Warunk Upnormal service quality has a relatively small role (33.6%) on revisits, the small role is due to the weak influence due to the lack of quality of services provided so that it does not match consumer expectations. 3) The atmosphere of the Warunk Upnormal restaurant has a relatively small role (36%) on customer satisfaction, the small value is due to the increasing number of competitors that appear with the same interior design and atmosphere. 4) Warunk Upnormal's service quality plays a strong enough (60%) role in consumer satisfaction. This role is strong enough because it has a contemporary design and is suitable for millennial children. 5) Atmosphere and service quality of the Warunk Upnormal restaurant mediated by customer satisfaction plays a strong enough (60%) role in revising, this role is quite strong because this is due to attractive decorations and quite good service.

 

Keywords:
atmosphere, customer satisfaction, revisit, service quality


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DOI: http://dx.doi.org/10.33370/prc.v6i0.889

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