Abstract
Restaurant and cafe industry competition is getting tougher. Implementation of the strategy is not right, causing not guaranteed of loyal consumers. When loyalty is difficult to form, at least marketers should pay attention to post purchase consumer behaviour. Consumers relate to a product, there are important elements involved in this interaction process, namely the consumer experience. Therefore, marketers should be able to pack the elements that can be controlled by the marketer that can create a positive meal experience. The presence of the stimuli provided by the organizer restaurant / cafe to create a memorable meal experience in order to stimulate the post purchase behaviour of consumers, the formulation of the problem and the purpose of this study is: How meal experience gained consumers restaurant / cafe. How consumer behaviour and how the influence of post purchase experience meal consisting of food and drinks, atmosphere, cleanliness, service levels and prices obtained by the consumer in the creation of post purchase consumer behaviour. With 110 respondents, researchers used a non-random sampling technique that is accidental sampling in selecting samples and processed using computer software SPSS 17.00. Based on the results of the correlation matrix between the sub variables meal experience of the post purchase behaviour obtained correlation results sequentially, namely, food and beverages (0.77), atmosphere (0.68), hygiene (0.65), service level (0.72) and the price (0.75). Effect of meal experience of the post purchase behaviour has a very strong relationship, which with a correlation coefficient of 0.764, this shows that the meal experience. is able to make a positive contribution then post-purchase behaviour will tend to be positive anyway.
Highlights
Persaingan industri restoran dan kafe semakin ketat
Consumers relate to a product
important elements involved in this interaction process
Summary
Kota Bandung merupakan kota yang menempati urutan pertama tingkat kunjungan wisata kuliner di daerah Jawa Barat. Dapat dipastikan bahwa restoran yang menyediakan menu sesuai pesanan (a la carte), saling berlomba dan bersaing dalam menyajikan kepuasan kepada para pelanggannya. Salah satu upaya yang dilakukan untuk menyiasati kenyataan ini adalah para pengusaha tetap menyajikan menu tersebut sebagai menu khas restorannya, walupun keuntungan yang diperoleh tidak signifikan. Menurut Cousins, Foskett dan Gillespie (2002) mengatakan alasan orang keluar makan adalah menginginkan kenyamanan, sesuatu hal yang barn selain makan di rumah, ingin dilayani. Pada tabel berikut ini disajikan alasan orang keluar makan (mengunjungi cafe) berdasarkan hasil pra penelitian yang dilaksanakan pada tamu yang berkunjung di Jubilare Dine and Wine Bandung. Pada tabel 1 tersebut terlihat bahwa 48% alasan konsumen cafe (orang keluar makan) ialah mencoba makanan yang berbeda dengan di rumah. Hal tersebut menunjukan bahwa keputusan seseorang untuk mengunjungi cafe lebih didasarkan pada pengalaman apa yang akan mereka dapatkan. Wisata kuliner lebih dari sekedar mencicipi ataupun menikmati makanan barn nan eksotis
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