Dampak Sikap Konsumen dan Kualitas Pelayanan terhadap Keputusan Pembelian: Atmosfer Sebagai Variabel Moderasi
Abstract
Atmosfer seringkali digunakan oleh pelaku bisnis restoran untuk membantu konsumen dalam keputusan pembelian konsumen. Penelitian ini berfokus kepada sikap serta kualitas pelayanan dalam perubahan perilaku konsumen yang diakibatkan oleh Covid-19, sehingga dapat mempengaruhi perilaku pasca pembelian. Sampel penelitian adalah 100 responden di wilayah Jabodetabek. Penelitian ini menggunakan metode structural equation modeling – partial least square (SEM-PLS). Hasil penelitian menunjukkan bahwa sikap konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian juga menemukan bahwa atmosfer dapat memoderasi kualitas pelayanan terhadap keputusan pembelian. Temuan ini memberikan implikasi bahwa atmosfer menjadi salah satu faktor yang dipertimbangkan konsumen untuk membuat keputusan pembelian.
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