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Abstract
Konsumsi kosmetik pada masyarakat terus berkembang dengan perubahan gaya hidup dan pola konsumsinya. Industri kosmetik di Indonesia yang berkembang dari tahun ke tahun membuka peluang besar dalam industri kecantikan karena besarnya pasar di Indonesia dan tingginya permintaan masyarakat untuk produk kosmetik. Penelitian ini bertujuan untuk menguji pengaruh dari kualitas layanan, lingkungan layanan, dan kepuasan emosional terhadap persepsi produk dan niat perilaku studi empiris pada Toko Sociolla. Pengujian model dan hipotesis dilakukan dengan menggunakan sampel 242 responden. Data diambil menggunakan kuesioner dengan populasi orang-orang yang pernah mengunjungi Toko Sociolla. Pengambilan sampel menggunakan teknik purposive sampling. Uji hipotesis menggunakan metode SmartPLS-SEM 3.0. Variabel pada penelitian ini membentuk lima hipotesis. Penelitian ini memberikan hasil bahwa kualitas layanan, lingkungan layanan, dan kepuasan emosional berpengaruh positif dan signifikan terhadap persepsi produk dan niat perilaku konsumen. Diharapkan dengan adanya penelitian ini dapat memjadi acuan manajerial dalam menentukan strategi perusahaan dalam meningkatkan hubungannya dengan konsumen serta mendorong niat dan rekomendasi konsumen ketika berbelanja di Sociolla.
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References
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- Michon, R., Chebat, J.-C. dan Turley, L.W. (2005) “Mall atmospherics: the interaction effects of the mall environment on shopping behavior,” Journal of Business Research, 58(5), hal. 576–583. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jbusres.2003.07.004.
- Ng, S. dan Russell-Bennett, R. (2015) “The Role of Affect in Consumer Evaluation of Health Care Services,” Health Marketing Quarterly, 32(1), hal. 31–47. Tersedia pada: https://doi.org/10.1080/07359683.2015.1000708.
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- Parasuraman, A., Zeithaml, V.A. dan Berry, L.L. (1988) “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.,” Journal of Retailing, 64(1), hal. 12–40.
- Prayag, G., Hosany, S. dan Odeh, K. (2013) “The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions,” Journal of Destination Marketing & Management, 2(2), hal. 118–127. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jdmm.2013.05.001.
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- Solomon, R.C. (2008) “The philosophy of emotions,” in Handbook of Emotions. 3 ed. New York: The Guilford Press, hal. 3–16.
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- Sukarsono, B. (2008) “Pengaruh Kepuasan dan Kepercayaan terhadap Kesetiaan Nasabah BNI Tapenas di Bank BNI Cabang Probolinggo,” Jurnal Aplikasi Manajemen, 6(2), hal. 155–163. Tersedia pada: https://jurnaljam.ub.ac.id/index.php/jam/article/view/1899.
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- Wong, A. (2004) “The role of emotional satisfaction in service encounters,” Managing Service Quality: An International Journal, 14(5), hal. 365–376. Tersedia pada: https://doi.org/10.1108/09604520410557976.
- Zikmund, W.G. et al. (2009) Business Research Methods. 8 ed. South-Western College Pub.
References
Adlia, D.M. (2016) “Hubungan Persepsi Dan Perilaku Pelanggan Pada Produk Kredit Cepat Aman (KCA) PT. Pegadaian (Persero) Cabang Madiun,” in Forum Ilmiah Pendidikan Akuntansi (FIPA). Madiun: Universitas PGRI Madiun, hal. 6. Tersedia pada: http://prosiding.unipma.ac.id/index.php/FIPA/article/view/215.
Ajzen, I. (1991) “The theory of planned behavior,” Organizational Behavior and Human Decision Processes, 50(2), hal. 179–211. Tersedia pada: https://doi.org/10.1016/0749-5978(91)90020-T.
Alam, S.S. et al. (2014) “Small-scale households renewable energy usage intention: Theoretical development and empirical settings,” Renewable Energy, 68, hal. 255–263. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.renene.2014.02.010.
Bagozzi, R.P., Gopinath, M. dan Nyer, P.U. (1999) “The role of emotions in marketing,” Journal of the Academy of Marketing Science, 27(2), hal. 184–206. Tersedia pada: https://doi.org/10.1177/0092070399272005.
Baker, J. et al. (2002) “The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions,” Journal of Marketing, 66(2), hal. 120–141. Tersedia pada: https://doi.org/10.1509/jmkg.66.2.120.18470.
Baker, J., Grewal, D. dan Parasuraman, A. (1994) “The influence of store environment on quality inferences and store image,” Journal of the Academy of Marketing Science, 22(4), hal. 328–339. Tersedia pada: https://doi.org/10.1177/0092070394224002.
Bitner, M.J. (1992) “Servicescapes: The Impact of Physical Surroundings on Customers and Employees,” Journal of Marketing, 56(2), hal. 57–71. Tersedia pada: https://doi.org/10.1177/002224299205600205.
Brüggen, E.C., Foubert, B. dan Gremler, D.D. (2011) “Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape,” Journal of Marketing, 75(5), hal. 71–87. Tersedia pada: https://doi.org/10.1509/jmkg.75.5.71.
Charinsarn, A.R. (2019) “What makes me think that this product fits me? The impact of perceptual processing style on product preference among female consumers in emerging Asian countries,” Journal of Asia Business Studies, 13(1), hal. 57–78. Tersedia pada: https://doi.org/10.1108/JABS-12-2017-0237.
Clark, M.A. dan Wood, R.C. (1998) “Consumer loyalty in the restaurant industry ‐ a preliminary exploration of the issues,” International Journal of Contemporary Hospitality Management, 10(4), hal. 139–144. Tersedia pada: https://doi.org/10.1108/09596119810222104.
D’Astous, A. (2000) “Irritating Aspects of the Shopping Environment,” Journal of Business Research, 49(2), hal. 149–156. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0148-2963(99)00002-8.
Donovan, R.J. et al. (1994) “Store atmosphere and purchasing behavior,” Journal of Retailing, 70(3), hal. 283–294. Tersedia pada: https://doi.org/https://doi.org/10.1016/0022-4359(94)90037-X.
Donovan, R.J. dan Rossiter, J.R. (1982) “Store Atmosphere: An Environmental Psychology Approach,” Journal of Retailing, 58(1), hal. 34–57. Tersedia pada: https://www.researchgate.net/publication/248766608_Store_Atmosphere_An_Environmental_Psychology_Approach.
Grönroos, C. (1984) “A Service Quality Model and its Marketing Implications,” European Journal of Marketing, 18(4), hal. 36–44. Tersedia pada: https://doi.org/10.1108/EUM0000000004784.
Ha, J. dan Jang, S. (Shawn) (2010) “Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants,” International Journal of Hospitality Management, 29(1), hal. 2–13. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ijhm.2009.03.009.
Han, H. dan Kim, Y. (2010) “An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior,” International Journal of Hospitality Management, 29(4), hal. 659–668. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.ijhm.2010.01.001.
Isyanto, P., Ramadhan, F. dan Harisandi, S.P. (2011) “Kajian Persepsi dan Perilaku Pembelian Konsumen Pada Alfamart dan Indomaret di Kecamatan Telukjambe Timur,” Majalah Ilmiah Solusi, 10(21), hal. 1–13. Tersedia pada: https://journal.unsika.ac.id/index.php/solusi/article/view/93.
Khuong, M.N. dan Tram, V.N.B. (2015) “The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam,” Journal of Economics, Business and Management, 3(5), hal. 524–530. Tersedia pada: https://doi.org/10.7763/joebm.2015.v3.240.
Kim, S. et al. (2016) “Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop,” Journal of Business Research, 69(12), hal. 5809–5818. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.178.
Ladhari, R., Souiden, N. dan Dufour, B. (2017) “The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions,” Journal of Retailing and Consumer Services, 34, hal. 10–18. Tersedia pada: https://doi.org/10.1016/j.jretconser.2016.09.005.
Lovelock, C.H. dan Wright, L.K. (2007) Manajemen Pemasaran Jasa. Diedit oleh A. Widyantoro dan M. Samosir. Jakarta: Indeks.
Machleit, K.A. dan Mantel, S.P. (2001) “Emotional response and shopping satisfaction: Moderating effects of shopper attributions,” Journal of Business Research, 54(2), hal. 97–106. Tersedia pada: https://doi.org/https://doi.org/10.1016/S0148-2963(99)00093-4.
Mattila, A.S. dan Enz, C.A. (2002) “The Role of Emotions in Service Encounters,” Journal of Service Research, 4(4), hal. 268–277. Tersedia pada: https://doi.org/10.1177/1094670502004004004.
Michon, R., Chebat, J.-C. dan Turley, L.W. (2005) “Mall atmospherics: the interaction effects of the mall environment on shopping behavior,” Journal of Business Research, 58(5), hal. 576–583. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jbusres.2003.07.004.
Ng, S. dan Russell-Bennett, R. (2015) “The Role of Affect in Consumer Evaluation of Health Care Services,” Health Marketing Quarterly, 32(1), hal. 31–47. Tersedia pada: https://doi.org/10.1080/07359683.2015.1000708.
Parasuraman, A., Zeithaml, V.A. dan Berry, L.L. (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49(4), hal. 41–50. Tersedia pada: https://doi.org/10.2307/1251430.
Parasuraman, A., Zeithaml, V.A. dan Berry, L.L. (1988) “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.,” Journal of Retailing, 64(1), hal. 12–40.
Prayag, G., Hosany, S. dan Odeh, K. (2013) “The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions,” Journal of Destination Marketing & Management, 2(2), hal. 118–127. Tersedia pada: https://doi.org/https://doi.org/10.1016/j.jdmm.2013.05.001.
Risambessy, A. (2008) “Pengaruh Kualitas Jasa terhadap Kepuasan Pengguna Jasa Kesehatan (Studi pada Pasien Rawat Inap Rumah Sakit Harapan Kita Ambon),” Jurnal Aplikasi Manajemen, 6(1), hal. 56–72. Tersedia pada: https://www.jurnaljam.ub.ac.id/index.php/jam/article/view/1855.
Sherman, E., Mathur, A. dan Smith, R.B. (1997) “Store environment and consumer purchase behavior: Mediating role of consumer emotions,” Psychology & Marketing, 14(4), hal. 361–378. Tersedia pada: https://doi.org/https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7.
Solomon, R.C. (2008) “The philosophy of emotions,” in Handbook of Emotions. 3 ed. New York: The Guilford Press, hal. 3–16.
Steenkamp, J.-B.E.M. (1990) “Conceptual model of the quality perception process,” Journal of Business Research, 21(4), hal. 309–333. Tersedia pada: https://doi.org/https://doi.org/10.1016/0148-2963(90)90019-A.
Sukarsono, B. (2008) “Pengaruh Kepuasan dan Kepercayaan terhadap Kesetiaan Nasabah BNI Tapenas di Bank BNI Cabang Probolinggo,” Jurnal Aplikasi Manajemen, 6(2), hal. 155–163. Tersedia pada: https://jurnaljam.ub.ac.id/index.php/jam/article/view/1899.
Tsai, W.-C. dan Huang, Y.-M. (2002) “Mechanisms linking employee affective delivery and customer behavioral intentions.,” Journal of Applied Psychology, 87(5), hal. 1001–1008. Tersedia pada: https://doi.org/10.1037/0021-9010.87.5.1001.
Wong, A. (2004) “The role of emotional satisfaction in service encounters,” Managing Service Quality: An International Journal, 14(5), hal. 365–376. Tersedia pada: https://doi.org/10.1108/09604520410557976.
Zikmund, W.G. et al. (2009) Business Research Methods. 8 ed. South-Western College Pub.