ANALISA PENGARUH LINGKUNGAN FISIK TERHADAP NIAT BERPERILAKU MELALUI EMOSI KONSUMEN DI DOMICILE KITCHEN & LOUNGE SURABAYA

Daniel Anggra Abdi Kurniawan, Karenila Karenila, Regina Jokom

Abstract


Lingkungan fisik merupakan suatu upaya manusia untuk mendesain lingkungan yang bertujuan untuk menciptakan emosi yang dapat berpengaruh terhadap niat berperilaku konsumen. Niat berperilaku merupakan suatu dorongan individu untuk melakukan tindakan yang berhubungan dengan objek tersebut, misalnya merekomendasikan terhadap konsumen lain atau keinginan untuk datang kembali dan melakukan konsumsi di restoran tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh lingkungan fisik terhadap niat berperilaku melalui emosi konsumen di DOMICILE KITCHEN & LOUNGE Surabaya. Hasil penelitian menunjukan bahwa facilities aesthetic, ambience, lighting, layout dan table settings berpengaruh secara positif dan signifikan terhadap emosi konsumen, sedangkan service staff  berpengaruh secara positif namun tidak signifikan. Hasil penelitian didapatkan facilities aesthetic sebagai faktor paling dominan mempengaruhi emosi konsumen. Begitu pula dengan emosi konsumen berpengaruh secara positif dan signifikan terhadap niat berperilaku konsumen.

 

Physical environment or can be called is the effort to design our surroundings to create emotions that can effect customer behavioral intention. Behavioral intention is customer urge to make an action related to an object, such as willingness to pay more, revisit intention and words of mouth. Writers define physical environment as a variable that effect customer behavioral intention through customer emotion in Domicile Kitchen & Lounge Surabaya. The results show that facilities aesthetics, ambience, lighting, layout and table settings have positive and significant effect on customer emotion while service staff have positive effect but not significant. The results of this research show that physical environment trough customer emotion have positive and significant effect towards behavioral intention.


Keywords


Lingkungan fisik, DINESCAPE, Facilities Aesthetic, Ambience, Lighting, Layout, Table Settings, Service Staff, Niat berperilaku

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