ANALYZING THE EFFECT OF VISUAL SERVICESCAPE AESTHETICS ELEMENTS ON CONSUMER RESPONSE: A STUDY OF THEME RESTAURANT

• Main Author: Thalita Sari (19015071), Alissya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25386
• Institution: Institut Teknologi Bandung

Introduction The competition between restaurant industries in Indonesia has gone fiercer day by day. In order to survive in the industry, restaurants in Indonesia need to differentiate themselves and make the best visual servicescape aesthetics to be more appealing and pleasing considering that these days customer tend to use their hedonic motives more than utilitarian motives when buying or choosing products and services. Objective Looking at recent phenomenon, this research is going to study the effect of visual servicescape aesthetics towards consumer preference on theme restaurant because the lack of studies available in this field despite of the importance of the topic in professional business field. Moreover, this research is going to find the effects of visual servicescape aesthetics dimensions which are legibility, mystery, coherence, complexity, and novelty towards consumer preference through pleasure as the mediating variable. Methods The data was collected from 387 respondents using quantitative approach. Each respondents was required to fill questionnaire consists of three set of images of theme restaurant followed with corresponding questions. The data was assessed by using PLS-SEM method with the help of SmartPLS. Result The findings indicate that there are four elements of visual servicescape aesthetics that significantly effects pleasure (legibility, mystery, coherence, and novelty) and two elements of visual servicescape aesthetics that have positive impact to restaurant preference (coherence and novelty). It was founded that coherence and novelty are directly affect consumer preference on theme restaurant. Also, it was founded that pleasure positively affect consumer preference on theme restaurant, too. Conclusion The result of this result can be used as an effective guide for theme restaurant manager to put more effort on enhancing the preferable variables of visual servicescape aesthetics. Thus, an effective servicescape design can be attained and help to attract and retain more customer