atmospherics on behavioral intentions through quality perception: The case of casual persepsi anda terhadap rasa makanan dan pelayanan yang didapat.

Transkripsi

1 79 APPENDIX 1- Questionnaire Form Responden yang terhormat, Saya Vinita K Mulani, mahasiswi Universitas Bina Nusantara International jurusan marketing. Saat ini sedang mengerjakan skripsi yang berjudul The effect of dining atmospherics on behavioral intentions through quality perception: The case of casual upscale dining in Jakarta. Kuesioner ini bertujuan untuk mempelajari pengaruh suasana yang diciptakan sebuah restoran kasual terhadap perilaku Anda untuk mengunjungi restoran tersebut serta persepsi anda terhadap rasa makanan dan pelayanan yang didapat. Semua data yang didapat hanya digunakan untuk kepentingan akademik dan bersifat konfidensial. Atas waktu dan partisipasi Anda, saya sampaikan terima kasih. Salam, Vinita K Mulani

2 80 Bagian I 1. Apakah Anda pernah mengunjungi salah satu dari restaurant berikut: a. Social House (Mall Grand Indonesia) b. Union (Plaza Senayan/ Pondok Indah Mall) c. Keduanya (Jika pilihan Anda tidak tersedia, cukup sampai disini partisipasi Anda terima kasih) 2. Jika pernah, kapan terakhir kali anda mengunjungi restoran tersebut? a. < 1 bulan b. 1 3 bulan c. 3 6 bulan d. > 6 bulan (Jika Anda menjawab lebih dari 6 bulan, cukup sampai disini parsrtisipasi Anda terima kasih)

3 81 No. Bagian II Kuesioner Survei Pada pernyataan-pernyataan berikut ini, mohon lingkari nomor yang paling sesuai dengan pendapat Anda. Mohon perhatikan: 1. Sangat Tidak Setuju 2. Tidak Setuju 3. Netral 4. Setuju 5. Sangat Setuju Pernyataan untuk variabel Atmospherics Pernyataan Sangat Tidak Setuju Tidak Setuju Netral Setuju Sangat Setuju 1. Desain interior restoran tersebut berkesan modern Musik yang dimainkan di restoran menghibur saya Tata letak & fasilitas restoran tersebut berbeda dari restoran sejenis lainnya Pernyataan untuk variable Service Quality Sangat Tidak Setuju Tidak Setuju Netral Setuju Sangat Setuju No Pernyataan. 1. Restoran tersebut menyajikan makanan sesuai yang saya pesan. 2. Restoran tersebut melayani saya dengan cepat Restoran tersebut memiliki karyawan yang dapat memberikan informasi* yang saya butuhkan (*berkenaan dengan jenis makanan, cara pembayaran, komposisi makanan, dll)

4 82 Pernyataan untuk variable Food Quality No. Pernyataan Sangat Tidak Setuju Tidak Setuju Netral Setuju Sangat Setuju 1. Makanan yang saya pesan memiliki rasa yang enak Saya menikmati makanan yang saya pesan Porsi makanan yang disajikan cukup untuk memuaskan rasa lapar saya. 4. Saya suka dengan berbagai pilihan menu yang disediakan. 5. Saya suka dengan pilihan makanan sehat yang ditawarkan Pernyataan untuk variabel Behavioral Intentions No. Pernyataan 1. Saya akan mengunjungi dan menikmati makanan di restoran tersebut dikemudian hari. 2. Saya akan menyatakan halhal positif tentang restoran tersebut kepada orang lain. 3. Saya akan merekomendasikan kepada teman-teman dan kerabat untuk mengunjungi restoran tersebut. Sangat Tidak Setuju Tidak Setuju Netral Setuju Sangat Setuju

5 83 Bagian III Demografi Berilah tanda (X) pada pilihan yang sesuai dengan profil pribadi anda: 1. Jenis kelamin : a. Wanita b. Pria 2. Usia : a. <18 tahun b tahun c tahun d tahun e tahun f tahun g. 51 tahun ke atas 3. Status : a. Menikah b. Tidak menikah 4. Pendidikan Terakhir: a. Sekolah Menengah Keatas (SMU)

6 84 b. Diploma (D3) c. Sarjana(S1) d. Pasca Sarjana e. Lainnya, sebutkan:. 5. Pekerjaan : a. Pelajar/ Mahasiswa b. Ibu Rumah Tangga c. Wiraswasta d. Karyawan e. Lainnya, sebutkan:. 6. Pengeluaran tidak rutin Anda per Bulan: a. <Rp b. Rp Rp c. Rp Rp d. Rp Rp e. >Rp Seberapa sering Anda makan di restoran dalam satu bulan? a. 1 kali d. 4 kali b. 2 kali e. >4 kali c. 3 kali 8. Berapa jumlah pengeluaran per orang ketika Anda makan di restoran? a. <Rp

7 85 b. Rp Rp c. Rp Rp d. >Rp APPENDIX 2- Reliability analysis SPSS output for Atmospherics (pre-test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.855 3

8 86 APPENDIX 3 Reliability analysis SPSS output for Service Quality (pre-test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.892 3

9 87 APPENDIX 4 Reliability analysis SPSS output for Food Quality (pre-test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.909 5

10 88 APPENDIX 5 Reliability analysis SPSS output for Behavioral Intentions (pretest) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.844 3

11 89 APPENDIX 6 Validity analysis SPSS output for Atmospherics (pre-test) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..726 Bartlett's Test of Sphericity Approx. Chi-Square Communalities Df 3 Sig..000 Initial Extraction A A A Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % dim ensi on Extraction Method: Principal Component Analysis. Component Matrix a Component 1 A1.902 A2.875 A3.866

12 90 Extraction Method: Principal Component Analysis. a. 1 components extracted. APPENDIX 7 Validity analysis SPSS output for Service Quality (pre-test) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..734 Bartlett's Test of Sphericity Approx. Chi-Square Df 3 Sig..000 Communalities Initial Extraction SQ SQ SQ Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % dime nsio n Extraction Method: Principal Component Analysis. Component Matrix a Component 1 SQ1.877 SQ2.924 SQ3.918

13 dimension0 91 Extraction Method: Principal Component Analysis. a. 1 components extracted. APPENDIX 8 Validity analysis SPSS output for Food Quality (pre-test) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..812 Bartlett's Test of Sphericity Approx. Chi-Square Df 10 Sig..000 Communalities Initial Extraction FQ FQ FQ FQ FQ Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Extraction Method: Principal Component Analysis. Component Matrix a Component 1

14 92 FQ1.857 FQ2.817 FQ3.891 FQ4.823 FQ5.893 Extraction Method: Principal Component Analysis. APPENDIX 9 Validity analysis SPSS output for Behavioral Intentions (pretest) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy..702 Bartlett's Test of Sphericity Approx. Chi-Square Df 3 Sig..000 Communalities Initial Extraction BI BI BI Extraction Method: Principal Component Analysis. Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % dime nsio n Extraction Method: Principal Component Analysis. Component Matrix a Component 1 BI1.890

15 93 BI2.825 BI3.905 Extraction Method: Principal Component Analysis. a. 1 components extracted. APPENDIX 10- Results of Demography analysis Gender Valid Cumulative Frequency Percent Percent Percent Valid Female Male Total Age Valid Cumulative Frequency Percent Percent Percent Valid Yo Yo Yo Yo Yo Total Valid Has been Maried Has not been maried Marital_Status Frequency Percent Valid Percent Cumulative Percent Total Last_Education Valid Cumulative Frequency Percent Percent Percent Valid High Scool Diploma

16 94 Bachelor Degree Master Degree Total Valid < Rp Pengeluaran Tidak Rutin Valid Cumulative Frequency Percent Percent Percent Rp Rp Rp > Rp Total Tingkat keseringan makan diluar Valid Cumulative Frequency Percent Percent Percent Valid 1x x x x > 4 x Total Rata2 per orang Valid Cumulative Frequency Percent Percent Percent Valid < Rp

17 95 Rp Rp Rp Rp > Rp Total APPENDIX 11- Reliability analysis SPSS output for Atmospherics (actual test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.846 3

18 96 APPENDIX 12- Reliability analysis SPSS output for Service Quality (actual test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.903 3

19 97 APPENDIX 13- Reliability analysis SPSS output for Food Quality (actual test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.920 5

20 98 APPENDIX 14- Reliability analysis SPSS output for Behavioral Intentions (actual test) Case Processing Summary N % Cases Valid Excluded a 0.0 Total a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha N of Items.863 3

21 d i m e n s i o n 0 99 APPENDIX 15- Simple linear Regression analysis output for Service Quality Variables Entered/Removed b Model Variables Entered Variables Removed Method 1 Atmospherics a. Enter a. All requested variables entered. b. Dependent Variable: Service Quality Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate

22 d i m e n s i o n 0 d i m e n s i o n a a. Predictors: (Constant), Atmospherics ANOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression a Residual Total a. Predictors: (Constant), Atmospherics b. Dependent Variable: Service Quality APPENDIX 16- Simple linear Regression analysis output for Food Quality Variables Entered/Removed b Model Variables Entered Variables Removed Method 1 Atmospherics a. Enter a. All requested variables entered. b. Dependent Variable: Food Quality Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate

23 d i m e n s i o n a a. Predictors: (Constant), Atmospherics ANOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression a Residual Total a. Predictors: (Constant), Atmospherics b. Dependent Variable: Food Quality APPENDIX 17- Interview (Q&A) with Social House and Union The interview with the Manager in charge of Social House, Mr. Ari S. 1. What is Social House? - Social House or SoHo is a casual upscale dining in Jakarta that provides high quality food and services along with an excellent ambience that targeted for middle to high income people. It is a place for people to socialize, created for good friends and business partners. 2. What does social house offer? - Variety of cuisines such as Asian, American, Italian. Good services from our customer service, waiters, and also the team. Atmospherics, being a casual upscale dining required us to create a theme ambience, and our theme is life style, we hope to be a part of our customer s lifestyle. 3. What is the price range of social house per person per visit?

24 102 - Rp Rp What make social house better than any other casual upscale dining in Jakarta? - Center of Jakarta close to shopping mall with amazing ambience. Huge collection of wine, we don t compromise with quality. We offer breakfast, lunch, brunch, and diner. Whereas any other restaurant is not able to offer breakfast as the timing is not suitable but somehow we managed that. The interview with the Manager in charge of Union, Mr. Dave. 1. What is Union? - Union is a casual upscale dining that stand in a very strategic location, Plaza Senayan. Targeted to middle to high income people, Union becomes one of the most favorite places to go on business meetings or social occasions. 2. What does Union offer? - Variety of cuisines such as American, Asian and Italian. Our specialty dessert is red velvet cake. We chose cosmopolitan and busy theme to create an atmospherics of today s lifestyle. Come and enjoy our high quality food and excellent service. When you dine in Union, you will forget that you are actually in Jakarta. 3. What is the price range of social house per person per visit? - Rp Rp What make Union better than any other casual upscale dining in Jakarta? - Apart from the theme, location, food and service, our system is quite different. We use timing during peak hours. When you come during lunch time, we give you time 1 to 1,5 hours to enjoy dine in at our place so that the next customers can come and enjoy our food and service too.