Customer Experience, Brand Image and Its Impact Towards Revisit Intention to Batavia Café Jakarta
DOI:
https://doi.org/10.31334/bijak.v19i1.1909Keywords:
CostumerExperience, Brand Images, Revisit Intention, Café Batvia,Abstract
The diversity of people who live in big cities like Jakarta makes consumer demand and tastes always change. This makes the culinary business more enthusiastic to meet market demand and compete with other culinary business owners. In an effort to maintain market share and competitiveness, culinary and restaurant business actors can focus on the experience gained by customers during consumption rather than just selling products or services.
Loyal visitors are very impactful for restaurant business managers. They will come back again to visit, write positive reviews on social media or blogs and even recommend to relatives, friends, friends to visit a certain restaurant that is considered good and interesting and worth visiting. Therefore, business owners or restaurant managers must be able to build a positive image of the restaurant. One of the efforts to build a positive image is through the brand.
One of them is Café Batavia which has a building dating from the Dutch colonial period. Previously this building was the official residence of the Dutch Governor. The building is a cultural heritage that is very well preserved. The interior design is intentionally made in accordance with the Dutch colonial period so that visitors feel they are in the past. This uniqueness is not easily obtained in other places so that this can be a differentiator for culinary lovers and make Café Batavia have its own brand image in the minds of its consumers.
However, local tourists' interest in visiting Cafe Batavia (20%) is only slightly due to the price of food which tends to be expensive and mostly western and chinese food. Cafe Batavia serves many menus such as wine, cocktails, or other menus that are difficult to accept or may only be enjoyed by certain circles of the local community.
This study uses a quantitative approach, has an unknown population of customers of Café Batavia Jakarta. The sample size was obtained by 5x24 indicators, namely 120 consumers with a sampling technique, namely purposive sampling. The final conclusion is that customer experience and brand image have a positive and significant effect on revisit intention. It is also recommended several things related to repeated visits for future research purposes.
References
Jayani, D. H. (2021). Restoran dan Hotel Capai Pertumbuhan Tertinggi pada Kuartal II-2021. www.Databoks.Katadata.Go.Id.
Kamaladevi, B. (2010). Customer experience management in retailing. Business Intelligence Journal, 3(1), 37–54.
Kim, M.-S., Thapa, B., & Kim, H. (2017). International tourists’ perceived sustainability of Jeju Island, South Korea. In Sustainability (Switzerland) (Vol. 10, Issue 1). MDPI AG. https://doi.org/10.3390/su10010073
Kotler, P, & Keller, K. (2012). Manajemen pemasaran (13th ed.). Erlangga.
Kotler, Philip, & Amstrong, G. (2012). Principle of Marketing. Prentice Hall.
Kotler, Philip, & Armstrong, G. (2018). Principles of Marketing 17th Global Edition. In Pearson Education Limited.
Meriç, G., & Yildirim, F. (2020). The Role of Customer Experience for Re-Visit and Purchase Intention: a Case Study of Amazon. International Journal of Commerce and Finance, 7(1), 92–108.
Othman, M., Kamarohim, N., & Nizam, F. M. (2017). Brand credibility, perceived quality and perceived value: A study of customer satisfaction. International Journal of Economics and Management, 11(3 Special Issue), 763–775.
Pine, J. B., & Gilmore, J. (1999). The Experience Economy: Work Is Theatre and Every Business a Stage. MA: Harvard Business School Press.
Rizaty, M. A. (2021). Inilah Provinsi yang Paling Banyak Jumlah Restorannya. Www.Databoks.Katadata.Go.Id.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Singh, R., & Singh, J. (2019). Destination Attributes to Measure Tourist Revisit Intention: A Scale Development. Global Business Review, 20(2), 549–572. https://doi.org/10.1177/0972150918825329
Suarniki, N. N. (2015). The Role Of Satisfaction As Moderation On The Effect Of Relationship Marketing And Customer Value Of Loyalty.
Tripadvisor. (n.d.). Cafe Batavia.
Tuan, Jusoh, A., Mardani, A., & Streimeikiene, D. (2018). Restaurant branding matters: A quantitative report on how brand image can moderate relationship. Journal of International Studies, 11(4), 270–281. https://doi.org/10.14254/2071-8330.2018/11-4/19
Vikaliana, R, & Irwansyah, I. (2019). Pengolahan Data dengan SPSS. Cv aa Rizky. https://books.google.co.id/books/about/pengolahan_data_dengan_spss.html?id=-UziDwAAQBAJ&redir_esc=y
Vikaliana, Resista, Panjaitan, R., Adam, E., Fasa, M. I., & Roslan, A. H. (2021). Brand loyalty in the smartphone user’s: The role of brand credibility and consumer convenience. Estudios de Economia Aplicada, 39(4), 1–15. https://doi.org/10.25115/eea.v39i4.4477
Vikaliana, Resista, Zuraidah, R., Mohd, R., & Pujawan, I. N. (2021). Decision to Purchase Local Fruits Based on Halal Traceability : An Evidence in Indonesia. 1(1), 9–13.
Wardi, Y., Trinanda, O., & Abror, A. (2021). Modelling halal restaurant’s brand image and customer’s revisit intention. Journal of Islamic Marketing. https://doi.org/10.1108/Jima-01-2021-0034
Yi, S., Zhao, J., & Joung, H. W. (David). (2018). Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of Foodservice Business Research, 21(2), 200–217. https://doi.org/10.1080/15378020.2017.1368808
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
- License
The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.
4. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.
5. Miscellaneous
Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.
