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All Journal MANAJEMEN HUTAN TROPIKA Journal of Tropical Forest Management Jurnal Penyuluhan Sodality: Jurnal Sosiologi Pedesaan MEDIA KONSERVASI Jurnal Manajemen dan Agribisnis Indonesian Journal of Forestry Research Jurnal Penelitian Hasil Hutan Jurnal Penelitian Hutan Tanaman JURNAL ANALISIS KEBIJAKAN KEHUTANAN Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Organisasi Dan Manajemen Jurnal Penelitian Sosial dan Ekonomi Kehutanan Forest and Society Jurnal Penelitian Kehutanan Bonita Jurnal Penelitian Hasil Hutan Jurnal Risalah Kebijakan Pertanian dan Lingkungan Dinamika Lingkungan Indonesia Jurnal Ilmu Kehutanan Jurnal Ilmu Kehutanan Jurnal Pallangga Praja Policy Brief Pertanian, Kelautan, dan Biosains Tropika Jurnal Penelitian Hasil Hutan
Dodik Ridho Nurrochmat
Departemen Manajemen Hutan, Fakultas Kehutanan, Institut Pertanian Bogor, Jalan Lingkar Akademik, Kampus IPB Dramaga, Bogor 16680, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Materials Science & Nanotechnology Social Sciences

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Journal : Jurnal Manajemen dan Agribisnis

 1 
PENGARUH ATMOSFER KEDAI KOPI TERHADAP EMOSI DAN KEPUTUSAN PEMBELIAN ULANG Vania Pramatatya; Mukhamad Najib; Dodik Ridho Nurrochmat
Jurnal Manajemen & Agribisnis Vol. 12 No. 2 (2015): Vol.12 No. 2, Juli 2015
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1453.209 KB) | DOI: 10.17358/jma.12.2.126

Abstract

This research aims to identify the effect of coffeeshop atmospheric stimuli on repeat-purchase decisions through consumers’ emotions in their minds. The object of this research took place in Rumah Kopi Ranin, a coffee shop in Bogor town with a unique atmosphere concept as one of their strategies in marketing of Indonesian’s specialty coffee and to welfare the Indonesian coffee farmers. This research was conducted to 166 patrons of Rumah Kopi Ranin by convenience sampling method. The data is processed by using a statistical method called PLS (Partial Least Squares) to test the hypothesis of the variables’ influences such as atmospherics stimuli factors (exterior, layout, interior, sound, scent, temperature and human variables), emotions (Pleasure, Arousal, Dominance), and the repeat-purchase decisions. Findings indicate that interior and consumers’ emotions influences consumer’s positive affect on repurchase decisions, especially the interior. While the human variable have a positive influence on consumers’ emotions, which means patrons view the positive emotions from the atmosphere is very important in determining their repeat purchase decisions.Keyword: specialty coffee, coffee shop, consumers’ emotions, repeat-purchase decisions, PLSABSTRAKPenelitian ini bertujuan untuk mengidentifikasi pengaruh stimulus atmosfer kedai kopi terhadap keputusan pembelian ulang melalui emosi di benak konsumen. Objek penelitian ini mengambil lokasi di Rumah Kopi Ranin, sebuah kedai kopi di Kota Bogor dengan konsep atmosfer yang unik sebagai salah satu strategi mereka dalam memasarkan kopi spesial Indonesia dan mensejahterakan petani kopi Indonesia. Penelitian ini dilakukan kepada 166 pengunjung Rumah Kopi Ranin dengan metode convenience sampling. Data diolah dengan menggunakan metode statistika yang disebut PLS (Partial Least Squares) untuk menguji hipotesis dari pengaruh variabel-variabel seperti faktor stimulus atmosfer (Eksterior, layout, interior, suara, aroma, temperatur, dan human variable), emosi (Pleasure, arousal, dominance), dan keputusan pembelian ulang. Temuan menunjukan bahwa interior dan emosi konsumen berpengaruh positif signifikan terhadap keputusan pembelian ulang, terutama interior. Sementara itu, human variable berpengaruh positif signifikan terhadap emosi yang berarti pengunjung memandang bahwa emosi positif dari atmosfer sangat penting dalam menentukan keputusan pembelian ulang mereka.  Kata kunci:  kopi spesial, kedai kopi, emosi konsumen, keputusan pembelian ulang, PLS
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