Pengaruh Keterikatan Tempat, Kualitas Produk, dan Pelayanan Terhadap Perilaku Pembelian Pelanggan Mie Gacoan di Bekasi

Safril Hasibuan, Muhammad Ardis Kurnia, Salsabila Putrina, Nadhia Intana Sari, Teguh Santoso

Abstract


Penelitian ini dilakukan untuk menguji bagaimana keterikatan pelanggan terhadap lingkungan tempat, kualitas produk, dan pelayanan mempengaruhi perilaku pembelian Mie Gacoan di Bekasi. Dalam industri makanan dan minuman yang kompetitif, strategi manajemen yang efektif sangat penting untuk tetap mempertahankan pelanggan. Untuk mempertahankan keberlanjutan bisnis perlu memperhatikan kenyamanan dan pengalaman pelanggan. Penelitian ini berfokus pada pemahaman bagaimana faktor tempat, pelayanan, dan produk mempengaruhi perilaku pembelian dari sudut pandang psikologis, memberikan pemahaman tentang perilaku konsumen. Pengambilan sampel menggunakan purposive sampling yang disebar di daerah Bekasi, dan sampel sebanyak 156 berhasil dikumpulkan. Tahap pengolahan data menggunakan model PLS-SEM dan software Smart PLS 3.0 digunakan untuk mengolah hasil data tersebut. Studi ini menemukan bahwa ketiga faktor tersebut memainkan peran penting dalam mendorong pelanggan melakukan pembelian dengan pelayanan yang memiliki dampak terbesar. Kualitas produk juga berpengaruh positif terhadap perilaku pelanggan, sedangkan keterikatan tempat juga berpengaruh namun mempunyai pengaruh yang cukup kecil. Temuan ini menunjukkan bahwa pengalaman dalam konteks lingkungan, layanan, dan produk berkualitas tinggi berperan dalam mendorong perilaku pelanggan. Studi ini memberikan wawasan mengenai perilaku pelanggan Mie Gacoan supaya dapat meningkatkan pengalaman pelanggan dan mempertahankan keberlanjutan untuk mempertahankan keunggulan kompetitifnya di pasar.


Keywords


kualitas layanan, keterikatan tempat, perilaku pelanggan, kualitas produk, keberlanjutan

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DOI: https://doi.org/10.46576/bn.v8i1.5732

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