Analisis Pengaruh Komponen Kognitif, Konatif, dan Afektif Terhadap Niat Berkunjung Kembali pada Restoran Cepat Saji di Kota Batam
Abstract
Niat berkunjung kembalinya ke suatu tempat tentunya adanya hubungan pada komponen kognitif, konatif, dan citra afektif. Kunjungan masyarakat ke restoran cepat saji lebih mendominasi dibandingkan dengan restoran lainnya. Kualitas dari suatu tempat yang indah dan nyaman, serta memberikan kepuasan, menimbulkan keinginan berkunjung kembali ke tempat tersebut. Penelitian ini menggunakan metode kuantitatif karena data – data tersebut berupa angka dan analisis statistik. Sumber data yang digunakan pada penelitian ini adalah data primer dan sekunder menggunakan teknik analisis data menyelidiki hubungan antara independen dan dependen menggunakan program software SPSS. Pengujian data, menggunakan uji deskriptif, validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, uji F, uji t, dan koefisien determinasi dengan objek masyarakat Kota Batam. Hasil dari penelitian ini menunjukkan variabel komponen kognitif, komponen konatif, dan komponen afektif telah terbukti berpengaruh signifikan terhadap niat berkunjung kembali. Keterbatasan dalam peneliti ini adalah Pada proses pengambilan data, terkadang jawaban yang telah diisi atau diberikan responden masih kurang menunjukkan keadaan yang sebenarnya.
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DOI: https://doi.org/10.17509/jbme.v6i3.40869
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