Shaleh, Havid Ghilman (2016) Pengaruh Keberadaan Event Edukatif Dan Hiburan Di Dalam Toko Ritel Terhadap Kepuasan Berbelanja. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
Preview |
Text
2512101026-Paper.pdf - Accepted Version Download (321kB) | Preview |
Preview |
Text
2512101026-Presentation.pdf - Presentation Download (3MB) | Preview |
Preview |
Text
2512101026-Undergraduate_Thesis.pdf Download (2MB) | Preview |
Abstract
Pasar ritel Indonesia merupakan salah satu yang terbesar di dunia dan
mengalami pertumbuhan yang signifikan. Walaupun demikian, sebagai negara
berkembang tingkat inovasi ritel Indonesia masih tergolong rendah. Salah satu
kelemahannya adalah dalam bidang pengembangan pengalaman berbelanja
pelanggan.
Selama ini upaya untuk memberi pengalaman berbelanja kepada pelanggan
seringkali terpusat pada penciptaan atmosfer toko melalui desain ruangan. Namun
terdapat cara lain untuk memberi pengalaman berbelanja yaitu dengan
mengadakan event di dalam toko yang bersifat sementara. Penelitian ini bertujuan
untuk mengetahui pengaruh keberadaan event edukasi dan hiburan terhadap
kepuasan kunjungan berbelanja pelanggan melalui mediator berupa variabel
arousal, pleasure, dan perceived value berdasarkan motivasi berbelanja pelanggan.
Penelitian ini bersifat eksperimental dengan delapan skenario kuesioener yang
dibedakan berdasarkan tipe event dan motivasi berbelanja. Metode yang
digunakan adalah uji mediasi dengan pendekatan bootstrapping. Dari hasil
pengujian terhadap 120 responden diketahui bahwa pengadaan event hiburan dan
pengadaan event edukasi dan hiburan sekaligus di dalam toko ritel akan
berpengaruh positif terhadap kepuasan kunjungan berbelanja pada pelanggan
recreation-oriented. Hubungan tersebut dimediasi oleh tingkat arousal.
Sedangkan pengadaan event edukasi diketahui tidak memiliki pengaruh baik
langsung maupun tidak langsung terhadap kepuasan pelanggan.
=========================================================================================================
Indonesia is one of the largest retail markets in the world and experiencing
significant growth in recent years. However, as a developing country, Indonesia’s
retail innovation is still considered low. One of the weaknesses is in the field of
retail experience development.
The endeavor to enhance customers’ retail experience has often centered on
creating store atmosphere by means of in-store design aspects. But there are
other ways to increase customers’ retail experience and one of them is by staging
temporary in-store events. This research aims to investigate the effect of
education and entertainment-focused events on customers’ visit satisfaction
through proposed mediators, viz., arousal, pleasure, and perceived values and
that it is moderated by shopping motivations. This study is hypothetical in nature
and employs eight scenarios modified by event types and shopping motivations.
The data collected from 120 respondents is processed using mediation analysis
with bootstrapping procedure. The results show that hosting entertainmentfocused events and holding both education and entertainment events together may
positively affect visit satisfaction in recreation-oriented shoppers. The impact is
mediated by arousal levels. However education-focused events are found having
neither direct nor indirect significant effect on satisfaction in both shopping
motivations.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.843 3 Sha p-1 3100016066953 |
| Uncontrolled Keywords: | Retail Experience, Kepuasan, Perceived Values, Motivasi Berbelanja, Retail Experience, Satisfaction, Perceived Values, Shopping Motivations |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | - Davi Wah |
| Date Deposited: | 11 Mar 2020 09:01 |
| Last Modified: | 11 Mar 2020 09:01 |
| URI: | http://repository.its.ac.id/id/eprint/75437 |
Actions (login required)
 |
View Item |