STUDI DESKRIPTIF SERVICESCAPES PADA STILLROD CAFE & RESTO DI SURABAYA MENURUT PERSEPSI KONSUMEN DI SURABAYA

  • Nisa Ristiana Manajemen Layanan dan Pariwisata / Universitas Surabaya
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Keywords: Servicescapes, perception, Stillrod Cafe & Resto

Abstract

Abstrak Penelitian ini dilakukan karena melihat semakin berkembangnya bidang wisata, terutama pada sektor makanan seiring laju perekonomian Indonesia dari tahun ke tahun semakin meningkat. Salah satunya yang mempunyai pengaruh cukup besar pada konsumen saat ini adalah servicecapes yang dimiliki oleh sebuah restoran. Stillrod Cafe & Resto adalah salah satu jenis restoran berbentuk kafe yang menggunakan konsep servicecapes dengan tema authentic London sebagai diferensiasinya. Tujuan penelitian ini untuk mendeskripsikan penerapan servicescapes pada Stillrod Cafe & Resto menurut presepsi konsumen. Servicescapes diukur melalui ambient conditions, spatial layout and functionality, dan signs, symbols, and artifacts. Penelitian yang digunakan adalah deskriptif murni, dengan menyebaran kuesioner. Pengolahan data menggunakan mean, standar deviasi, dan koefisien variasi. Hasil penelitian menunjukkan bahwa servicescapes pada Stillrod Cafe & Resto mendapatkan penilaian yang baik, dengan demikian hasil penelitian mendukung konsep teori servicescapes.

Kata kunci: Servicescapes, Persepsi, Stillrod Cafe & Resto

Abstract This research was conducted because of the growing field of view tourism, especially in food sector over the rate of the economy of Indonesia from year to year has increased. One of them who had considerable influence on today's consumer is a servicecapes belonging to a restaurant. Stillrod Cafe & Resto was one of the cafe-restaurant uses the concept of servicecapes to the theme authentic London as differentiation. The purpose of this research was to describe the application of servicescapes on Stillrod Cafe & Resto according to consumers perception. Servicescapes measured through ambient conditions, spatial layout and functionality, and the signs, symbols,and artefacts. Research used are purely descriptive, with the spreading of the questionnaire. Processing of data using mean, standard deviation, and coefficient of variation. The results show that the servicescape in Stillrod Cafe & Resto get a good assessment, thus the results of theoretical studies support the concept of servicescape.

Key words: Servicescapes, perception, Stillrod Cafe & Resto

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References

Bitner, Mary Jo, 1992, Servicescape: The Impact of Physical Surroundings on Customers and Employess. Journal of Marketing, Vol. 56 April, (57-71).

Kotler, Philip, Kevin and Dartmounth, 2009, Marketing Management, Thirteenth Edition, Pearson Education International.

Schiffman, Leon G., Kanuk L.L., Wisenblit, Joseph., 2010, Consumer Behavior, Tenth Edition, Pearson Prentice Hall.
Published
2017-09-01
Issue
Vol. 6 No. 1 (2017): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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