Pengaruh Keberadaan Event Edukatif Dan Hiburan Di Dalam Toko Ritel Terhadap Kepuasan Berbelanja

Shaleh, Havid Ghilman (2016) Pengaruh Keberadaan Event Edukatif Dan Hiburan Di Dalam Toko Ritel Terhadap Kepuasan Berbelanja. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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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: https://repository.its.ac.id/id/eprint/75437

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