ANALISIS PENGARUH KEGIATAN PROMOSI, MANAJEMEN ANTRIAN DAN LINGKUNGAN TUNGGU TERHADAP PERSEPSI KONSUMEN AKAN WAKTU TUNGGU DI MCDONALD SURABAYA
Abstract Views:
88 times
PDF - FULL TEXT Downloads:
108 times
Abstract
Abstrak - Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kegiatan promosi, manajemen antrian dan lingkungan tunggu terhadap persepsi konsumen akan waktu tunggu khususnya pada McDonald di Surabaya. Penelitian ini juga menguji apakah kegiatan promosi dan manajemen antrian mempunyai pengaruh terhadap lingkungan tunggu. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM). Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling. Data diperoleh secara langsung dari responden yang sesuai dengan karakteristik populasi yang ditentukan dengan cara menyebarkan kuesioner. Penelitian ini menggunakan jumlah sampel sebesar 150 responden. Hasil penelitian ini menunjukkan adanya pengaruh kegiatan promosi terhadap persepsi konsumen. Menunjukkan tidak adanya pengaruh manajemen antrian terhadap persepsi konsumen. Menunjukkan adanya pengaruh lingkungan tunggu terhadap persepsi konsumen. Menunjukkan adanya pengaruh kegiatan promosi terhadap lingkungan tunggu. Dan yang terakhir menunjukkan adanya pengaruh manajemen antrian terhadap lingkungan tunggu.
Kata Kunci: Pemasaran, Promosi, Perilaku konsumen, Garis tunggu
Abstract - The purpose of this research is for knowing and analyzing the influence of promotional activities, queue management, and waiting environment toward customers’ perception regarding waiting time. This research also analyzes the influence of promotional activities and queue management toward waiting environment. The data tabulation is processed with Structural Equation Modeling (SEM). The sampling technique in this research is using non probability sampling. The data is acquired directly from the respondent that appropriate with the population characteristic, determined by spreading the questioners. This research is using sample as much as 150 respondents. The Result of this research showed the influence of promotional activities on customer perception. Showed no influence of queue management on customer perception. Showed the influence of waiting environment on customer perception. Showed the influence of promotional activities on waiting environment. And lastly showed the influence of queue management on waiting environment.
Keywords: Marketing, Promotion, Consumer Behaviour, Waiting line
Downloads
References
Awang, Zainudin. 2012. A Handbook on SEM Structural Equation Modeling, pp. 64.
Bielen, F., dan Demoullin, N. 2007. Waiting Time Influence on The SatisfactionLoyalty Relationship in Services. Journal of Managing Service Quality. Vol 17: 174-193.
Boone, Louis E., dan Kurtz, David L. 2002. Pengantar Bisnis Jilid ke-1. Terjemahan Anwar Fadriansyah. Erlangga. Jakarta.
Boyd, Walker, Larreche. 2000. Manajemen Pemasaran Suatu Pendekatan Strategis dengan Orientasi Global Edisi 2 Jilid 1. Jakarta: Erlangga.
Cheung, Gordon W., dan Rensvold, Roger B. 2002. STRUCTURAL EQUATION MODELING, pp. 233-266.
Davis, M.M., dan Berdrow, I. 2010. Service science: catalyst for change in business school curricula. IBM System Journal, Vol. 47 No. 1, pp. 29-39.
Davis, M.M., dan Heineke, J. 1994. Understanding the roles of the customer and the operation for better queue management. International Journal of Operations & Production Management, Vol. 14 No. 5, pp. 21-34.
Ferdinand. 2006. Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.
Fornell, Claes, dan Larcker, David F.1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, vol 18, No. 1, pp. 39-50. Journal of Marketing Research.
Friman, M. 2010. Affective dimensions of the waiting experience. Transportation Research Part F: Traffic Psychology and Behavior, Vol. 13 No. 3, pp. 197-205.
Greenspoon, Peter J., dan Saklofske, Donald H. 1997. Validity and Reliability of The Multidimensional Students’ Life Satisfaction Scale With Canadian Children. Journal of Psychoeducational Assessment.
Hair, J.F., et.al. 1995. Multivariate Data Analysis With Reading, Fourth Edition. Prentice Hall. New Jersey
Hair, J.F. 2006. Multivariate Data Analysis. Edisi 5. Jakarta: Gramedia Pustaka Utama.
Hair, J.F. 2009. Multivariate Data Analysis. Edisi 9. New Jersey: Pearson Education.
Heizer, J. & Render, B. 2011. Operations Management. Tenth Edition. Pearson, New Jersey, USA.
Hornik, J. 1984. Subjective vs objective time measures: a note on the perception of time in consumer behavior. Journal of Consumer Research, Vol. 11 No. 6, pp. 615-618.
Hul, M.K., Dube, L., dan Chebat, J.C. 1997. The impact of music on consumers’ reactions to waiting for services. Journal of Retailing, Vol. 73 No. 1, pp. 87-104.
Katz, K.L., Larson, B.M., dan Larson, R.C. 1991. Prescription for the waiting-inline blues: entertain, enlighten, and engage. Sloan Management Review, Vol. 32 No. 2, pp. 44-53.
Koo, Minjung, Fishbach, Ayelet. 2010. A Silver Lining of Standing in Line: Queuing Increases Value of Products. Journal of Marketing Research.
Larson, R.C. 1987. Perspectives on queues: social justice and the psychology of queuing. Operations Research, Vol. 35 No. 6, pp. 895-905.
Leclerc, F., Schmitt, B.H., dan Dube, L. 1995.Waiting time and decision making: is time like money. Journal of Consumer Research, Vol. 22 No. 6, pp. 110-119.
Liang, Chih-Chin. 2016. Queueing management and improving customer experience: empirical evidence regarding enjoyable queues. Journal of Consumer Marketing.
Pruyn, A. dan Smidts, A. 1998. Effect of Waiting on The Satisfaction with The Service: Beyond Objective Time Measures. International Journal of Research in Marketing.
Schwartz, B. (1975), Queuing and Waiting, University of Chicago Press, Chicago, IL.
Solomon, M.R., dan Surprenant, C.F. 1985. The Service Encounter. Lexington Books/DC Health. Lexington. pp. 113-123.
Van Riel, Allard C.R., et al. 2012. Waiting for service at the checkout: Negative emotional responses, store image and overall satisfaction. Journal of Service Management.
Zikmund, William, 2003. Customer Relationship Management: Integrating Marketing Strategy and Information Technology. New Jersey: John Wiley and Sons.
http://www.surabaya.go.id/berita/3300-surabaya-duduki-peringkat-pertama-100-besar-kota-bisnis-di-indonesia diakses pada tanggal 28 Maret 2017
http://www.tradingeconomics.com/indonesia/ritel-sales-annual diakses pada tanggal 28 Maret 2017
http://www.bi.go.id/en/publikasi/survei/penjualan-eceran/Default.aspx diakses pada tanggal 28 Maret 2017
https://surabayakota.bps.go.id/linkTabelStatis/view/id/322 diakses pada tanggal 10 Juni 2017
https://surabayakota.bps.go.id diakses pada tanggal12 Juni 2017
http://swa.co.id/swa/trends/business-research/survei-mastercard-restoran-cepatsaji-masih-menjadi-tempat-favorit-bagi-masyarakat-di-indonesia diakses pada tanggal 12 Juni 2017
http://jatim.tribunnews.com/2017/03/13/video-begini-antrian-pengunjung-mcdsaat-national-breakfast-day diakses pada tanggal 15 Agustus 2017
https://www.forbes.com/pictures/fell45elff/no-7-McDonalds/#42e9179c579adiakses pada tanggal 15 Agustus 2017
https://themysteriousworld.com/top-10-largest-fast-food-chains-in-the-world/ diakses pada tanggal 17 Agustus 2017
http://bertuahpos.com/travelling/demi-bantal-pengunjung-rela-antriberjamjam.html diakses pada tanggal 17 Agustus 2017
https://www.mcdonalds.co.id/promo diakses pada tanggal 10 Mei 2018
https://definedterm.com/fast_food_restaurant diakses pada tanggal 7 Juli 2018
- 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.
