Youth’ Co-Creation Behavior in Casual Dining Restaurants in Bandung City, Indonesia

Abstract

This study aims to identify the co-creation behavior especially students who have experiences of casual dining restaurants. This study also analyses the relationship between co-creation behavior, customer satisfaction, and customer loyalty. The research applied a quantitative method with survey design, and it was conducted for 6 months. It applied the purposive sampling method and the questionnaires were distributed to 1,970 respondents. The collected data were analysed using Structural Equation Modelling (SEM). The results indicate that two types of co-creation behavior of students who have experiences of casual dining restaurants in Bandung, namely customer participant behavior and customer citizenship behavior.Keywords: consumer behaviour; culinary; co-creation behaviour; satisfaction; loyaltyPenelitian ini bertujuan untuk mengidentifikasi perilaku co-creation khususnya mahasiswa yang memilikipengalaman di restoran casual dining. Selain itu, juga untuk menganalisis hubungan antara co-creation behavior, customer satisfaction, dan customer loyalty. Penelitian ini menggunakan metode kuantitatif dengan desain survei, dan dilakukan selama 6 bulan. Metode yang digunakan adalah purposive sampling dan penyebaran kuesioner dilakukan kepada 1.970 responden. Data yang terkumpul dianalisis menggunakan Structural Equation Modeling(SEM). Hasil penelitian menunjukkan bahwa ada dua jenis perilaku co-creation mahasiswa Bandung yang memiliki pengalaman di restoran casual dining, yaitu perilaku partisipan pelanggan dan perilaku kewarganegaraan pelanggan.Kata kunci— perilaku konsumen; kuliner; perilaku kreasi bersama; kepuasan; loyalitas