Abstrak. Selama beberapa tahun terakhir, restoran bertema "nostalgia" menjadi populer di Bandung. Penelitian ini bertujuan untuk mengeksplorasi unsur-unsur lingkungan yang disukai konsumen di restoran yang dapat mempengaruhi respon pengalaman nostalgia konsumen di restoran. Penelitian ini menggunakan metode deskriptif eksploratif untuk menentukan variabel yang dapat digunakan sebagai stimulus eksperimen berikutnya guna mendapatkan respon persepsi, emosi, dan sikap. Data hasil eksperimen dianalisis menggunakan ANOVA, menunjukkan bahwa (1) elemen interior restoran yang paling mempengaruhi pengalaman nostalgia konsumen di restoran; (2) meskipun gaya modern dapat membangkitkan respon persepsi, emosi dan sikap nostalgia, elemen dekoratif dan furnitur kolonial paling efektif dapat membangkitkan pengalaman nostalga; (3) ditemukan juga hubungan antara persepsi, emosi, dan sikap kaitannya dengan proses persepsi, emosi dapat mempengaruhi sikap konsumen di restoran, hal ini sejalan dengan mekanisme persepsi dimana kontribusi pengalaman masa lalu dapat membangkitkan emosi sehingga mempengaruhi persepsi dan munculnya sikap konsumen di restoran.Kata kunci: elemen interior; gaya kolonial; nostalgia; pengalaman konsumen; restoran.
Effect of Restaurant Interior Elements on Consumer Nostalgic Experience
Abstract
Today's customers tend to select eating-places to satisfy pleasures through experiential socialization. This study explores how colors, lighting and décor have effects on customers' perceived social, emotional and behavioral intention on social dining occasions. The experimental method is used and 162 senior students are involved. The results show that the restaurant with monochromatic color scheme, dim lighting and plain décors yield a statistically significant difference on the entire dependent variables with almost any other interior conditions observed on romantic dining, as opposed to that in the case of casual dining. Further research on subtler and diverse dimensions of interior element is suggested to enrich previous findings.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.