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24 March 2023
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26 March 2023
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26 March 2023
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Abstract

Ritel fashion sekarang berkembang pesat, produsen saling berinovasi untuk memberikan pelayanan yang terbaik agar konsumen mendapatkan kepuasan sehingga, akan mempengaruhi reaksi emosional pelanggan untuk melakukan berbelanja. Tujuan penelitian ini untuk menganalisis faktor-faktor yang mempengaruhi kepuasan emosional dan niat perilaku belanja di toko ritel Uniqlo. Metodologi penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling, dengan kriteria responden yakni para pengunjung toko ritel Uniqlo berusia 19-40 tahun di Yogyakarta. Jumlah responden yang valid adalah 232. Pengolahan data menggunakan metode PLS-SEM. Variabel yang digunakan dalam penelitian ini kualitas layanan, lingkungan layanan, kepuasan emosional, persepsi produk dan niat perilaku. Adapun hasil dari penelitian ini menunjukkan bahwa kepuasan emosional berpengaruh positif terhadap nait perilaku belanja pengunjung toko ritel Uniqlo. Kualitas layanan, lingkungan layanan, kepuasan emosional dan persepsi produk berpengaruh positif terhadap niat pembelian dan keterlibatan perilaku. Implikasi toko ritel Uniqlo bahwa kualitas layanan, lingkungan layanan mempengaruhi kepuasan emosional dan kepuasan emosional akan memengaruhi persepsi produk konsumen dan akan memengaruhi niat perilaku konsumen. keterbatasan penelitian ini adalah proporsi responden dari penyebaran kuesioner hanya dilakukan di kota Yogykarta sehingga dirasa belum menyeluruh. Responden juga didominasi oleh pelajar/mahasiswa sehingga terdapat kurangnya ragam responden. Rekomendasi untuk penelitian berikutnya adalah kriteria responden dapat ditingkatkan keberagamannya, melakukan penyebaran kuesioner yang lebih merata, serta harus menilai dan dikaji ulang terhadap kredibilitas sumber.

Keywords

kualitas layanan lingkungan layanan kepuasan emosional persepsi produk niat perilaku

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Copyright (c) 2023 Rizal Gani Firmansyah, Ratna Roostika

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Firmansyah, R. G., & Roostika, R. (2023). Analisis Kepuasan Emosional terhadap Niat Perilaku Belanja di Toko Ritel Uniqlo. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 224–236. Retrieved from https://journal.uii.ac.id/selma/article/view/27996
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