Psikologi Lingkungan Konsumen Ditinjau dari Kesesakan Manusia dan Spasial pada Rumah Makan Pedas di Kota Malang
DOI:
https://doi.org/10.21776/ub.jepa.2023.007.02.1Keywords:
Kesesakan, Emosi, Kepuasan, WOMAbstract
Kesesakan sangat sulit untuk dihindari ketika berada di restoran. Begitu juga situasi di Rumah Makan Sego Sambel Cak Uut, Rumah Makan Sego Sambel Sarumpet, dan juga Rumah Makan Sambal Gami Bu'sum, dimana ketiga rumah makan tersebut ramai dikunjungi oleh konsumen setiap harinya. Keramaian di ketiga restoran tersebut menimbulkan beberapa masalah, dimana masalah tersebut dapat menimbulkan emosi negatif yang dirasakan oleh konsumen dan dapat mempengaruhi kepuasan dan perilaku jangka panjang. Oleh karena itu, penelitian ini penting untuk dilakukan untuk mengetahui pengaruh kesesakan terhadap citra restoran dan emosi konsumen, emosi konsumen terhadap kepuasan dan niat dari mulut ke mulut, serta memoderasi tekanan waktu. Penelitian ini dianalisis menggunakan SEM-PLS dengan 120 responden. Penelitian ini menunjukkan bahwa kesesakan yang ada tidak berpengaruh negatif terhadap citra dan emosi konsumen karena popularitas dari ketiga restoran tersebut. Demikian juga, kepuasan dan niat dari mulut ke mulut yang signifikan serta tekanan waktu terbukti melemahkan pengaruh kepuasan terhadap niat dari mulut ke mulut.
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