PENGARUH PERSEPSI NILAI, PERSEPSI RISIKO DAN SIKAP TERHADAP NIAT MEMBELI KEMBALI PADA MAKANAN CEPAT SAJI
| Main Authors: | Devi, Ni Ketut Eugenia Shara, Aksari, Ni Made Asti |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
|
| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/50842 https://ojs.unud.ac.id/index.php/Manajemen/article/view/50842/32853 |
Daftar Isi:
- Makanan cepat saji merupakan alternatif konsumsi di zaman serba praktis seiring meningkatnya aktivitas masyarakat modern seperti sekarang. Penelitian ini bertujuan untuk menjelaskan pengaruh persepsi nilai, persepsi risiko dan sikap terhadap niat konsumen untuk membeli kembali makanan cepat saji pada restoran cepat saji di Indonesia. Sampel terdiri dari 100 orang masyarakat Indonesia yang telah lulus SMA dan pernah membeli serta mengonsumsi makanan cepat saji. Data dikumpulkan dengan menyebarkan kuesioner secara online dan diolah menggunakan Partial Least Square. Hasil penelitian menunjukkan persepsi nilai memengaruhi sikap secara positif, sementara persepsi risiko memengaruhi sikap secara negatif. Hasil tersebut mengindikasikan semakin besar manfaat yang dirasakan konsumen setelah membeli dan mengonsumsi makanan cepat saji maka semakin baik sikap konsumen terhadap makanan cepat saji dan semakin tinggi risiko yang dirasakan konsumen akan mengurangi rasa suka konsumen terhadap makanan cepat saji. Sikap ditemukan memengaruhi niat membeli kembali secara positif Kata kunci: persepsi nilai, persepsi risiko, sikap, niat membeli kembali, makanan cepat saji
- As the activities of modern society increases, fast food is an alternative for consumption in today’s instant era. This study aims to describe the influence of perceived value, perceived risk, and attitude on repurchase intention of fast food in quick service restaurants in Indonesia. The study samples consist of 100 Indonesians who have graduated from senior high school and have purchased and consumed fast food. Data were collected through online questionnaires and analyzed using Partial Least Square). Research result found that perceived value positively affect attitude, while perceived risk was found to negatively affect attitude. It indicates that the more value consumers received after purchasing and consuming fast food, their attitude towards fast food are more positive, on the other hand, the higher the risk consumers received, their attitude towards fast food becomes less positive. Attitude was found to positively affect repurchase intention of fast food. Keywords: perceived value, perceived risk, attitude, repurchase intention, fast food.