Store Atmosphere dan Gaya Hidup Hedonis sebagai Penentu Keputusan Pembelian (Studi pada Konsumen Rolag Kopi Kayoon Surabaya)
DOI:
https://doi.org/10.26740/jim.v8n3.p909-920Keywords:
hedonic lifestyle, lifestyle, purchasing decisions, store atmosphere.Abstract
The potential of café and restaurant business in East Java is on the rise and remains enormous enough to run. This has triggered intense competition among café business owners in Surabaya. Currently, there has been a change in lifestyle during society. People (specifically teenagers) in big cities prefer to spend their leisure to relax in the cafe. Many cafes have sprung up with distinguishing concepts to attract consumers. Rolag Kopi Kayoon Surabaya is one of the cafes that has carried out a marketing strategy by creating a different store atmosphere. The hedonic lifestyle of urban communities can be also one of the factors which influence the consumer purchasing decision. This study aims to analyze and discuss the effect of store atmosphere and hedonic lifestyle on purchasing decisions on consumers Rolag Kopi Kayoon Surabaya. This research was conducted at Rolag Kopi Kayoon Surabaya by using data of a questionnaire of 110 respondents with a minimum age of 17 years old. The sampling method used is a judgmental sampling. The measurement scale applied is the Likert scale. The statistical analysis used is multiple linear regression equation models. The results showed that the store atmosphere and hedonic lifestyle variables significantly and positively influenced purchasing decisions. The biggest influence on purchasing decisions is the store atmosphere with a level of influence at 20.7%.
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Susanto, Angga Sandy. 2013. Membuat Segmentasi Berdasarkan Life Style (Gaya Hidup). Jibeka 7: 16.
Susanto, B.A. 2001. Potret-Potret Gaya Hidup Metropolis. Jakarta: Kompas.
Utami, Novia Widya. 2018. Strategi Pemasaran Bisnis Kafe yang Paling Efektif untuk Anda Lakukan. Jurnal.id. (https://www.jurnal.id/id/blog/strategi-pemasaran-bisnis-kafe-yang-paling-efektif-untuk-anda-lakukan/, diakses pada 26 Oktober 2019)
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Wibawanto, Sigit. 2016. Gaya Hidup Hedonisme Terhadap Perilaku Pembelian Di Pasar Modern (Studi Pada Masyarakat Kabupaten Kebumen). Fokus Bisnis 15(01): 5471.
Chen, W.-K., Chang, D.-S., & Chen, C.-C. (2017). The Role of Utilitarian and Hedonic Values on Users Continued Usage and Purchase Intention in a Social Commerce Environment. Journal of Economics and Management, 13(2), 193220. https://doi.org/10.1016/j.ijhm.2016.06.007
Chuan Pan, Jean Su, Chao Chiang.2008. Dual attractiveness ofwinery: atmospheric cues on purchasing. International Journal of Wine Business Reasearch (Online), Vol.20. No.2 : 95-110.
Dessyana, Cindy. J. 2013. œStore Atmosphere Pengaruhnya Terhadap Keputusan Pembelian Konsumen Di Texas Chicken Multimart Ii Manado. EMBA 1(3): 84452.
Diawan, Nizar Satya. 2016. œThe Influence Of Store Atmosphere On Purchase Decision And Customer Satisfaction ( Case study on Indomaret Customers JL . Raya TlogomasNo .37 , Malang ). Jurnal Administrasi Bisnis (JAB) 30(37): 816.
Engel, James F., Roger D. Blackwell, dan Paul W. Miniard. 2001. Perilaku Konsumen. Jilid 2.Jakarta: Binarupa Aksara.
Foster, Bob. 2008. Manajemen Ritel. Bandung: Alfabeta.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21¯:Update PLS Regresi.Semarang.Badan PenerbitUniversitasDiponegoro.
Gnanasundari, Rampraba& Justus, Frank Sunil .T. 2014. œIn- store influence on purchaser in jewelry buying process. Vishwakarma Business Review.
Hafasnuddin, Ridwan, dan Muslim A. Djalil. 2018. The Coffee Shop Lifestyle in Banda Aceh City, Indonesia: A Study Based on Marketing Approach. Atlantis Press. Volume 292. https://doi.org/10.2991/agc-18.2019.46
Hidayat, Taufik, Achmad Fauzi, dan Inggang Perwangsa Nuralam. 2018. Pengaruh Store Atmosphere (SuasanaToko) Terhadap Keputusan Pembelian( Survei pada Konsumen Distribution Store Inspired27 Kota Malang ). Administrasi Bisnis. 60(1): 4655.
Hussain, Riaz, dan Mazhar Ali. 2015. œEffect of Store Atmosphere on Consumer Purchase Intention. International Journal of Marketing Studies.Volume 7(2).http://dx.doi.org/10.5539/ijms.v7n2p35
Indrawati, Devi. 2015. Pengaruh Citra Merek Dan Gaya Hidup Hedonis Terhadap Keputusan Pembelian Jilbab ˜Zoya. Jurnal Riset Ekonomi dan Manajemen. Volume 15, No. 2. http://dx.doi.org/10.17970/jrem.15.150207.ID
Kasali, Rhenaldi. 2001. Membidik Pasar Indonesia :Segmentasi, Targeting, and Positioning. Jakarta; Gramedia Pustaka Utama.
Kotler, Philip dan Amstrong Gary. 2008. Prinsip-prinsip Pemasaran. Edisi 12. Bahasa Indonesia. Jilid 1. Jakarta :Erlangga.
Kotler, P dan Keller K. 2012. Manajemen Pemasaran. Edisi 12. Erlangga, Jakarta.
Ma'ruf, Hendi. 2005. Pemasaran Ritel. Jakarta: Gramedia Pustaka Utama.
Malhotra, N. K. 2009. Riset Pemasaran. Edisi keempat. Vol. 1. Indonesia: PT. Indeks.
Morrison, Michael, Sarah Gan, Chris Dubelaar, dan Harmen Oppewal. 2011. œIn-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research.
Mowen, John C., dan Minor, Michael. 2002. Perilaku Konsumen. Edisi 5. Jilid 1. Jakarta: Erlangga.
Peni, Widarti. 2019. Pertumbuhan Kafe & Restoran di Surabaya Dongkrak Pendapatan Daerah. Surabaya.Bisnis.com. (https://surabaya.bisnis.com/read/20190613/532/933444/pertumbuhan-kafe-restoran-di-surabaya-dongkrak-pendapatan-daerah, diakses 24 Oktober 2019).
Purnomo, Albert Kurniawan. 2017. Pengaruh Cafe Atmosphere terhadap Keputusan Pembelian Gen Y pada Old Bens Cafe.JurnalManajemen Maranatha. 16(2): 133.https://doi.org/10.28932/jmm.v16i2.384
Ramadhanti, Sufie Halala. 2017. Pengaruh Store Atmosphere Dan Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Excelso Jalan Sulawesi No. 71 Surabaya). Jurnal Ilmu Manajemen (JIM) 5(1): 17.
Rinandiyana, Lucky Radi, Deasy Lestary Kusnandar, dan Beben Bahren. 2018. Literasi Ict Dan Perilaku Hedonist Dalam Memilih Tempat Wisata Di Kalangan Kelas Menengah Sebagai Pengaruh Gaya Hidup. Sustainable Competitive Advantage (SCA). 113. http://jp.feb.unsoed.ac.id/index.php/sca-1/article/view/1202
Setiadi, Nugroho J. 2010. Perilaku Konsumen. Jakarta: Prenada Media.
Selvi, dan Lestari Ningrum. 2020. œGaya Hidup Minum Kopi Dalam Pengambilan Keputusan Pembelian Kopi (Studi Kasus Pada Kopi Kenangan Gandaria City - Jakarta). Ilmiah Kepariwisataan. http://ejournal.stipram.ac.id/index.php/kepariwisataan/article/view/124.
Sugiyono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sumarwan, Ujang. 2011. Perilaku Konsumen Teori Penerapannya dalam Pemasaran. EdisiKedu. Bogor: Ghalia Indonesia.
Susanto, Angga Sandy. 2013. Membuat Segmentasi Berdasarkan Life Style (Gaya Hidup). Jibeka 7: 16.
Susanto, B.A. 2001. Potret-Potret Gaya Hidup Metropolis. Jakarta: Kompas.
Utami, Novia Widya. 2018. Strategi Pemasaran Bisnis Kafe yang Paling Efektif untuk Anda Lakukan. Jurnal.id. (https://www.jurnal.id/id/blog/strategi-pemasaran-bisnis-kafe-yang-paling-efektif-untuk-anda-lakukan/, diakses pada 26 Oktober 2019)
Utami, Christina Whidya. 2012. Jakarta: Salemba Empat. Manajemen Ritel Strategi Dan Implementasi Ritel Modern.
Utami, Christina Widya. 2010. Manajemen Ritel. 2 ed. Jakarta: Salemba Empat.
Vicky. 2019. Pengaruh Food Quality, Brand Image, Store Atmosphere Terhadap Purchase Decision Pada Cafe Calibre. AGORA 7(2). http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/9574.
Wibawanto, Sigit. 2016. Gaya Hidup Hedonisme Terhadap Perilaku Pembelian Di Pasar Modern (Studi Pada Masyarakat Kabupaten Kebumen). Fokus Bisnis 15(01): 5471.
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2020-07-08
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Wulandari, K. A., & Iriani, S. S. (2020). Store Atmosphere dan Gaya Hidup Hedonis sebagai Penentu Keputusan Pembelian (Studi pada Konsumen Rolag Kopi Kayoon Surabaya). Jurnal Ilmu Manajemen, 8(3), 909–920. https://doi.org/10.26740/jim.v8n3.p909-920
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