PENGARUH DAYA TARIK RESTORAN MELALUI PSIKOLOGI EFEK TERHADAP KEINGINAN KONSUMEN PENGGUNA INSTAGRAM UNTUK MA
Abstract Views:
153 times
PDF - FULL TEXT Downloads:
90 times
Abstract
Abstrak - Penelitian ini bertujuan untuk mengetahui pengaruh daya tarik restoran melalui psychology efek terhadap keinginan konsumen yang menggunakan instagram untuk makan di restoran Surabaya. Diukur melalui variabel restaurant attractiveness, personality, self-concept, self-control, consumer perception, willingness to dine out. Kebanyakan masyarakat cenderung mengambil gambar makanannya saat makan di luar. Karena dengan melalui media sosial yang dimiliki oleh konsumen maka konsumen dapat berinteraksi dengan konsumen lainnya.Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuisioner. Responden dalam penelitian ini berjumlah 150 responden yang pernah mengunduh gambar makanan melalui media instagram minimal 1 kali dalam 1 bulan terakhir berpendidikan terakhir SMA dan berdomisili di Surabaya. Aras dan skala pengukuran yang digunakan dalam penelitian ini adalah aras dan skala interval dan menggunakan alat analisis SPSS 20.0.Hasil dari penelitian ini bahwa restaurant attractiveness berpengaruh positif terhadap personality, self-concept, self-control. Restaurant attractiviness berpengaruh positif terhadap consumer perception. Restaurant attractiveness berpengaruh positif terhadap willingness to dine out. Self-control berpengaruh positif terhadap consumer perception. Consumer perception tidak berpengaruh positif terhadap willingness to dine out. Personality tidak berpengaruh positif terhadap consumer perception.
Kata Kunci: psychology efek, wiilingness to dine out, restaurant attractiveness
Abstract - This study aims to determine the effect of the appeal of the restaurant through an effect on the psychology of consumers who use instagram desire to eat at the restaurant Surabaya. Measured through variables restaurant attractiveness, personality, self-concept, self-control, consumer perception, willingness to dine out. Most people tend to take pictures of food when eating out. Due to through social media owned by the consumer, the consumer can interact with other consumers. The data used in this research is primary data obtained from questionnaires. Respondents in this research were 150 respondents who have downloaded instagram pictures of food through the medium of at least 1 times in the last 1 month educated past high school and is domiciled in Surabaya. Aras and the measurement scale used in this study is the level and scale nominal and analysis tools SPSS 20.0. Results from this study that the restaurant attractiveness positive effect on personality, self-concept, self-control. Restaurant attractiviness positive influence on consumer perception. Restaurant attractiveness positive effect on willingness to dine out. Self-control positive effect on consumer perception. Consumer perception no positive effect on willingness to dine out. Personality is not a positive influence on consumer perception.
Keywords: psychology efek, wiilingness to dine out, restaurant attractiveness
Downloads
References
Ghozali, Imam. 2001. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Gujarati, Damodar, 1995. Ekonometrika Dasar. Penerbit Erlangga, Jakarta
John Hendra Istianto, Maria Josephine Tyra (September 2011). Analisis Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Rumah Makan Ketty Resto. Jurnal Ekonomi dan Informasi Akuntansi (Jenius). Vol. 1, No. 3
Kutut Prastyo, 2009. Pengaruh Electronic Word-Of-Mouth di Media Sosial Twitter Terhadapa Minat Beli Konsumen pada Restoran Cepat Saji Hoka Hoka Bento
Novia, Dwi Resti, dan Mustika Sufiati Purwanegara.(July 2013). The Psychological Effect of Uploading Food Picture on Social Media to Willingness to Dine Out. Journal of Social and Development Sciences, Vol. 4, No. 7, pp. 316-32
Solimun, 2010, Analisis Multivariat Permodelan Struktural, Malang : CV.Citra Malang
Suliyanto, 2005, Analisis Data Dalam Aplikasi Pemasaran, Bogor : Ghalia Indonesia
http://nationalgeographic.co.id/berita/2014/04/tren-makan-di-restoran-terusmeningkat Di Unduh pada Jumat, 04 September 2015
http://www.garutkab.go.id/download_files/article/Fenomena%20Internet%20Menurut%20Masyarakat.pdf Di Unduh pada Jumat, 04 September 2015
http://www.kompasiana.com/imajiku/food-porn-people-taking-food-picturebefore-eat_54f77daca333114c718b4599. Di Unduh pada Jumat, 04 September 2015
http://life.viva.co.id/news/read/411552-pamer-makanan-di-media-sosial-bisa-jaditanda-gangguan-mental Di Unduh pada Jumat, 04 September 2015
http://www.duniaprofesional.com/gaya-hidup/kebiasaan-memfoto-makanansebelum-makanan-tersebut-dimakan/ Di Unduh pada Kamis, 10 September 2015
http://ciricara.com/2014/05/20/pengaruh-food-selfie-melalui-media-sosialsebagai-ajang-promosi/ Di Unduh pada Kamis, 10 September 2015
http://sharingdisana.com/2014/06/05/peranan-anak-muda-dan-sosial-mediasebagai-alat-promosi-pengusaha-restoran-di-jakarta/Di Unduh pada Selasa, 15 September 2015
https://taniosutrisno.wordpress.com/2014/09/25/perilaku-konsumen-teori-ciri-ciridan-manfaat-perilaku-konsumen/ Di Unduh pada Kamis, 10 September 2015
https://rinakurniawati.wordpress.com/2013/01/11/definisi-restoran-kualitaspelayanan-dan-kepuasan-pelanggan/ Di Unduh pada Kamis, 10 September2015
http://belajarpsikologi.com/pengertian-kepribadian/ Diunduh pada Senin, 21 September 2015
http://www.pengertianahli.com/2014/01/pengertian-jejaring-sosial-social.html# Diunduh pada Senin, 21 September 2015
http://www.trigonalmedia.com/2015/08/pengertian-media-sosial-menurutpara.html Diunduh pada Senin, 21 September 2015
https://novira08.wordpress.com/2010/05/29/teori-humanistik-carl-rogers/ Diunduh pada Senin, 21 September 2015
http://ladesang.blogspot.co.id/2012/06/kontrol-diri-self-control.html Diunduh pada Senin, 21 September 2015
https://adityachandrasetiawan.wordpress.com/2013/05/08/teori-persepsiperception-theory/ Diunduh pada Senin, 21 September 2015
http://italyonmymind.com.au/2014/02/05/the-winner-of-the-instagramcompetition-and-a-guy-grossi-cookbook-is/. Diunduh pada Senin, 21 September 2015
http://hot.yukbisnis.com/instagram-menu-bisnis-kuliner/ Diunduh pada Senin, 21 September 2015.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
