Pengaruh Elemen Interior Restoran Terhadap Pengalaman Nostalgia Konsumen

Abstract

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 nostalgiakonsumen 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 ExperienceAbstract.In the last few years, 'nostalgic' restaurants have become quite popular in Bandung. This study was aimed at exploring interior elements that may evoke a nostalgic experience in consumers in a restaurant. In this study, an exploratory descriptive method was applied to determine the variables to be used as stimulus in the experiment to get perception, emotion, and attitude responses. The data of this research were analyzed by ANOVA and showed that: (1) interior elements of the restaurant influenced the nostalgic experience by consumers; (2) colonial decorative elements and colonial style furniture, even if other interior elements have a modern style, can evoke nostalgic perceptions, emotions, and attitudes; (3) a link was found between perceptions, emotions and attitudes and the perception process. Emotion can influence consumer attitudes in the restaurant in line with the mechanism of perception where past experiences influence consumer attitudes that are formed in the restaurant.Keywords: consumer experience; colonial style; interior elements; nostalgia; restaurant.