ANALISIS PENGARUH DINESCAPE TERHADAP NIAT BERPERILAKU MELALUI EMOSI KONSUMEN DI RESTORAN SAKE-YO SURABAYA

Florencia Leicester, Brusli Mahenu, Agung Harianto

Abstract


Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh DINESCAPE terhadap niat berperilaku melalui emosi konsumen di restoran Sake-yo Surabaya kepada 120 responden. Jenis penelitian ini adalah kuantitatif dengan metode Structural Equation Modeling (SEM) dengan program Smart PLS. Hasil penelitian menunjukan bahwa lighting, layout dan table settings berpengaruh secara positif dan signifikan terhadap emosi konsumen, sedangkan facilities aesthetic, ambience, dan service staff berpengaruh secara positif namun tidak signifikan. Melalui hasil penelitian ditemukan bahwa lighting merupakan faktor paling dominan dalam mempengaruhi emosi konsumen. Begitu pula dengan emosi konsumen berpengaruh secara positif dan signifikan terhadap niat berperilaku konsumen.
Kata Kunci: DINESCAPE, Facility Aesthetic, Ambience, Lighting, Layout, Table Settings, Service Staff, Emosi Konsumen, Niat Beperilaku.
Abstract
This research was conducted to find the impact of DINESCAPE on behavioral intention through consumer emotion in Sake-yo Restaurant Surabaya with 120 respondents. This research is a quantitative research using Structural Equation Modeling (SEM) method with Smart PLS program. The results show that lighting, layout and table settings have positive and significant effect on customer emotion while facilities aesthetics, ambience, and service staff have positive effect but not significant. The results of this research show that lighting have the greatest impact in consumer emotion. Thus, consumer emotion have positive and significant effect towards behavioral intention.
Keywords: DINESCAPE, Facility Aesthetic, Ambience, Lighting, Layout, Table Settings, Service Staff, Consumer Emotion, Behavioral Intentions


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References


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