Abstract:Penelitian ini bertujuan untuk menganalisis perilaku konsumen dalam keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' Kabupaten Toraja Utara. Industri pariwisata budaya telah bertransformasi menjadi industri…
berbasis pengalaman yang mengedepankan nilai emosional, simbolik, dan kultural. Dalam konteks ini, pembelian cinderamata tidak hanya berfungsi sebagai barang konsumsi, tetapi juga sebagai simbol kenangan, identitas budaya, dan representasi pengalaman wisata. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima wisatawan sebagai informan kunci dan lima pelaku UMKM sebagai informan pendukung. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' dipengaruhi oleh empat faktor utama, yaitu faktor budaya, sosial, pribadi, dan psikologis. Faktor budaya dan psikologis merupakan faktor yang paling dominan karena wisatawan memandang cinderamata sebagai representasi budaya Toraja yang autentik dan memiliki makna simbolik. Proses keputusan pembelian berlangsung melalui lima tahapan: pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Wisatawan melakukan pertimbangan terhadap harga, kualitas, keunikan, dan nilai budaya produk sebelum memutuskan membeli. Pengalaman wisata yang positif memberikan pengaruh terhadap kepuasan wisatawan dan mendorong niat membeli ulang serta rekomendasi kepada orang lain. Penelitian ini menyimpulkan bahwa keputusan pembelian cinderamata di kawasan Wisata Ke'te Kesu' tidak hanya dipengaruhi oleh kebutuhan fungsional, tetapi juga oleh nilai budaya, pengalaman emosional, dan persepsi wisatawan terhadap keaslian produk budaya Toraja.
Abstract is a brief summary of the paper to help readers quickly determine the main research problem, solutions to solving This study aims to analyze consumer behavior in purchasing decisions of souvenirs at the Ke'te Kesu' Tourism Area in North Toraja Regency. The cultural tourism industry has transformed into an experience-based industry that prioritizes emotional, symbolic, and cultural values. In this context, souvenir purchases serve not only as consumer goods but also as symbols of memories, cultural identity, and representations of tourist experiences. This research employs a qualitative descriptive approach with data collection techniques through in-depth interviews, observation, and documentation involving five tourists as key informants and five MSME actors as supporting informants. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results show that souvenir purchasing decisions at the Ke'te Kesu' Tourism Area are influenced by four main factors: cultural, social, personal, and psychological factors. Cultural and psychological factors are the most dominant because tourists perceive souvenirs as authentic representations of Toraja culture with symbolic meaning. The purchase decision process occurs through five stages: need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Tourists consider price, quality, uniqueness, and cultural value before deciding to purchase a product. Positive tourism experiences influence tourist satisfaction and encourage repeat purchase intentions and recommendations to others. This study concludes that souvenir purchasing decisions at the Ke'te Kesu' Tourism Area are not only influenced by functional needs but also by cultural values, emotional experiences, and tourists' perceptions of the authenticity of Toraja cultural products.
Abstract:The Effect of Product Quality on Customer Loyalty with Customer Satisfaction as a Mediating Variable among Gen Z Consumers of Kopi Kenangan in Makassar City. Thesis, Departement of Management, Faculty of Economies and Bussiness.…
ssiness. State University of Makassar. Supervised by Mr. Anwar and Mr. Muhammad Ichwan Musa. This study aims to determine the effect of product quality on customer loyalty with customer satisfaction as a mediating variable among Generation Z consumers of Kopi Kenangan in Makassar City. The focus of this research is to analyze how product quality can increase customer satisfaction and shape customer loyalty. This research uses a quantitative approach with an associative explanatory design. Data were collected through questionnaires distributed to 110 respondents who are Gen Z consumers of Kopi Kenangan in Makassar City. The data analysis technique used Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 4.0.9.9 to examine the relationships among variables. The results show that product quality has a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and acts as a mediating variable in the relationship between product quality and customer loyalty. These findings indicate that good product quality can increase customer satisfaction and strengthen customer loyalty to Kopi Kenangan in Makassar City
Abstract:The Influence of Product Quality on Customer Loyalty with Customer Satisfaction as a Mediating Variable in Gen Z Consumers of Kopi Kenangan in Makassar City. Thesis, Management Study Program, Faculty of Economics and Business,…
iness, Makassar State University. Guided by Mr. Anwar and Mr. Muhammad Ichwan Musa. This study aims to determine the influence of product quality on customer loyalty with customer satisfaction as a mediating variable in Generation Z consumers of Kopi Kenangan in Makassar City. The focus of this research is to analyze how product quality can increase customer satisfaction and shape customer loyalty. This type of research uses a quantitative approach with explanatory associatives. Data was collected through a questionnaire to 110 respondents who are Gen Z consumers of Kopi Kenangan in Makassar City. The data analysis technique uses Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of the SmartPLS application version 4.0.9.9. to test relationships between variables. The results of the study show that product quality has a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and acts as a mediating variable in the relationship between product quality and customer loyalty. These findings show that good product quality can increase satisfaction and strengthen the loyalty of Kopi Kenangan customers in Makassar City.
Abstract:Social media activities carried out by coffee brands are often used, especially to create loyalty among consumers, but challenges and effectiveness need to be considered to maximize the company's potential. This study aims…
ms to determine the brand experience created through social media marketing activities to build brand loyalty. This study will examine social media marketing on the Kopi Kenangan account, sensory brand experience, affective brand experience, behavioral brand experience, intellectual brand experience, value consciousness, brand consciousness, continued usage intention, and brand loyalty, based on the journal by Kumar & Hsieh (2024) titled “How do social media marketing activities affect brand loyalty?” The mediating role of brand experience and Ismail (2017) with the title “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness.” The research method used is quantitative, conducting a survey using Google Forms with a sample size of 400 respondents, consisting of Kopi Kenangan consumers who consistently purchase Kopi Kenangan products and recommend Kopi Kenangan products. Descriptive analysis was then conducted based on structural equation modeling and partial least squares data using SmartPLS. The results showed that social media activities influence Kopi Kenangan brand loyalty through brand experience. The results were statistically analyzed using a significance level of 0.05. The researcher found that the calculated t-value was greater than the table t-value (7.577 > 1.65). In other words, social media activities influence brand loyalty. Kopi Kenangan can maximize strategies to enhance brand loyalty through social media activities, which can also serve as a reference for future strategic development.