MEAL EXPERIENCE DI RESTORAN ALL YOU CAN EAT SURABAYA DI ERA ADAPTASI KEBIASAAN BARU DAN PENGARUHNYA TERHADAP MINAT BELI

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mendeskripsikan pengaruh atribut meal experience terhadap minat beli konsumen dan juga untuk menguji apakah aspek-aspek dari meal experience berpengaruh positif dan signifikan terhadap minat beli konsumen di restoran all you can eat di Surabaya dalam era adaptasi kebiasaan baru. Penelitian kuantitatif ini menggunakan jawaban responden dari 140 kuesioner yang valid. Hasil penelitian menunjukkan bahwa variabel makanan dan minuman berpengaruh positif namun tidak signifikan terhadap minat beli konsumen sedangkan variabel pelayanan, variabel kebersihan dan higienitas, variabel suasana, variabel value of money berpengaruh positif dan signifikan terhadap minat beli konsumen di restoran all you can eat di Surabaya dalam era adaptasi kebiasaan baru. Variabel pelayanan dalam penelitian ini merupakan variabel yang dominan atau paling berpengaruh terhadap minat beli konsumen.

Kata Kunci :

Meal Experience, Minat Beli, Restoran All You Can Eat, Protokol Kesehatan, Era Adaptasi Kebiasaan Baru

ABSTRACT

This study aims to describe the effect of meal experience aspects on consumer purchase intention and also to test whether the aspects of meal experience have a positive and significant effect on consumer purchase intention in all you can eat restaurants in Surabaya in the era of adaptation to new habit. This quantitative research uses respondents' answers from 140 valid questionnaires. The results showed that the food and beverage aspect had a positive but insignificant effect on consumer purchase intention, while service, cleanliness and hygiene, atmosphere, and value of money had a positive and significant effect on consumer purchase intention in all you can eat restaurants in Surabaya in the era of adaptation to new habit. The service aspect in this study is the dominant or most influential variable on consumer purchase intention.

Keywords :

Meal Experience, Purchase Intention, All You Can Eat Restaurant, Health Protocols, New Normal