Pengaruh Store atmosphere, Harga, dan Electronic word of mouth terhadap kepuasan konsumen di masa pandemic covid-19 (Studi Pada Konsumen Kini Kitchen Medan)

Abstract

Kini Kitchen that was only opened during the Covid-19 pandemic must design its layout following government rules so that consumers feel safe and comfortable to do dine in. In addition to paying attention to the store atmosphere, Kini Kitchen also provides discounts on certain events to attract consumers and to get consumer satisfaction. Kini Kitchen is also promoted through social media and its official website. This is done so that consumers can easily find information and leave their comments related to their satisfaction or dissatisfaction (electronic word of mouth). This study aims to determine the store atmosphere, prices, and electronic word of mouth on consumer satisfaction. Store atmosphere, prices, and electronic word of mouth will be tested partially and simultaneously on consumer satisfaction. This study uses quantitative research methods, using associative research types, the population in this study is the consumers of the Kini Kitchen Medan restaurant. Samples were taken as many as 100 respondents with the sampling technique used was the purposive sampling technique. The results showed that store atmospheres have a positive and significant effect on consumer satisfaction. While price does not significantly affect consumer satisfaction. Electronic word of mouth has a positive and significant effect on consumer satisfaction. However, store atmosphere, price, and electronic word of mouth simultaneously affect consumer satisfaction. The coefficient of determination test showed the relationship between the variables studied with a value of 0.752. An adjusted R square value of 0.551 indicates that 55.1% of consumer satisfaction variables can be explained by store atmosphere, price, and electronic word of mouth variables

Kini Kitchen yang baru buka pada masa pandemi Covid-19 harus mendesain tata ruangannya sesuai dengan aturan pemerintah agar konsumen merasa aman dan nyaman untuk melakukan dine in. Selain memperhatikan store atmosphere, Kini Kitchen juga memberikan potongan harga pada beberapa event tertentu untuk menarik minat konsumen dan untuk mendapatkan kepuasan konsumen. Kini Kitchen juga berpromosi melalui media sosial dan website resminya. Hal ini dilakukan agar konsumen dapat dengan mudah mencari informasi dan meninggalkan komentar mereka terkait kepuasan ataupun ketidakpuasan mereka (electronic word of mouth). Penelitian ini bertujuan untuk menganalisis store atmosphere, harga dan electronic word of mouth terhadap kepuasan konsumen. Pengaruh store atmosphere, harga, electronic word of mouth akan di uji secara parsial dan simultan terhadap kepuasan konsumen Penelitian ini menggunakan metode penelitian kuantitatif, menggunakan jenis penelitian asosiatif, populasi dalam penelitian ini adalah konsumen Kini Kitchen Medan. Sampel yang diambil sebanyak 100 responden dengan teknik penarikan sampel yang digunakan adalah teknik purposive sampling. Hasil penelitian menunjukkan bahwa store atmosphere berpengaruh positif dan signifikan terhadap kepuasan konsumen. Sedangkan harga tidak berpengaruh secara signifikan terhadap kepuasan konsumen. Electronic word of mouth berpengaruh positif dan signifikan terhadap kepuasan konsumen. Namun, store atmosphere, harga, dan electronic word of mouth berpengaruh secara simultan terhadap kepuasan konsumen. Uji koefisien determinasi menunjukkan hubungan yang erat antara variabel yang diteliti dengan nilai 0,752. Nilai adjusted R square sebesar 0,551 menunjukkan bahwa 55,1% variabel kepuasan konsumen dapat dijelaskan oleh variabel store atmosphere, harga dan electronic word of mouth