Pengaruh food consumption value terhadap behavioral intention dimediasi attitude pada fast casual restaurant
Info Katalog
File Repositori
Nomor Panggil : 122012101079
Subyek : Consumer behavior
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Asep Hermawan
Kata Kunci : fast casual restaurant; food consumption value; attitude; behavioral intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_TS_MMJ_122012101079_Halaman-Judul.pdf | ||
| 2. | 2024_TS_MMJ_122012101079_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TS_MMJ_122012101079_Bab-1-Pendahuluan.pdf | ||
| 4. | 2024_TS_MMJ_122012101079_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2024_TS_MMJ_122012101079_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2024_TS_MMJ_122012101079_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TS_MMJ_122012101079_Bab-5-Kesimpulan.pdf | ||
| 8. | 2024_TS_MMJ_122012101079_Daftar-Pustaka.pdf | ||
| 9. | 2024_TS_MMJ_122012101079_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh food consumption value yangterdiri dari product value, location value, emotional value, process value, dan socialvalue terhadap attitude, dan pengaruh attitude terhadap behavioral intention sertapengaruh mediasi attitude dari consumption value terhadap behavioral intentionpada fast casual restaurant. Pengungkapan terhadap pengaruh consumption valuedan attitude terhadap behavioral intention pada fast casual restaurant dapatmenjadi saran bagi manajer untuk mengetahui prediktor yang mempengaruhi dayasaing terhadap restoran sejenis. Data yang digunakan dalam penelitian inimerupakan data primer yang dikumpulkan melalui kuesioner google form. Sampelpenelitian dipilih menggunakan metode purposive sampling sehingga diperoleh304 responden yang memiliki kriteria kunjungan ke fast casual restaurant minimalsatu kali dalam satu bulan terakhir. Analisis data yang digunakan untuk uji hipotesisyaitu kerangka model persamaan struktural (SEM) dengan menggunakan programAMOS 22. Hasil penelitian menunjukan bahwa product value, location value,emotional value, dan social value memiliki pengaruh positif terhadap attitude, danattitude berpengaruh positif terhadap behavioral intention. Selain itu, attitudememediasi hubungan antara product value, location value, emotional value, socialvalue terhadap behavioral intention, sedangkan process value tidak memilikipengaruh signifikan terhadap attitude dan hubungan antara process value denganbehavioral intention tidak dimediasi oleh attitude. Hasil penelitian ini memberikaninformasi bahwa product value, location value, emotional value, dan social valuemenjadi fokus atau prioritas utama manajer untuk meningkatkan daya saingpelayanan fast casual restaurant terhadap pesaing restoran sejenis.
T This study aims to analyze the effect of food consumption value which consists ofproduct value, location value, emotional value, process value, and social value onattitude, and the effect of attitude on behavioral intention and the mediating effectof attitude from consumption value on behavioral intention in fast casualrestaurants. Disclosure of the effect of consumption value and attitude onbehavioral intention in fast casual restaurants can be a suggestion for managers tofind out predictors that affect competitiveness against similar restaurants. The dataused in this study are primary data collected through a google form questionnaire.The research sample was selected using purposive sampling method so that 304respondents were obtained who had the criteria for visiting a fast casual restaurantat least once in the last month. The data analysis used to test the hypothesis is thestructural equation model (SEM) framework using the AMOS 22 program. Theresults showed that product value, location value, emotional value, and social valuehave a positive effect on attitude, and attitude has a positive effect on behavioralintention. In addition, attitude mediates the relationship between product value,location value, emotional value, social value on behavioral intention, while processvalue has no significant effect on attitude and the relationship between processvalue and behavioral intention is not mediated by attitude. The results of this studyprovide information that product value, location value, emotional value, and socialvalue are the main focus or priority for managers to increase the competitivenessof fast casual restaurant services against similar restaurant competitors.