MENINGKATKAN MINAT PENGUNJUNG UNTUK BERKUNJUNG KEMBALI KE SENTRA KULINER PASAR LAMA TANGERANG SEBAGAI DUKUNGAN TERHADAP PEREKONOMIAN UMKM
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Abstract
Keberadaan Sentra Kuliner Pasar Lama Tangerang yang mewadahi ratusan UMKM di bidang kuliner perlu diperhatikan. Loyalitas dari konsumen akan mendukung keberlanjutan usaha dari para UMKM yang berada di Sentra Kuliner. Penelitian ini bertujuan untuk mengetahui pengaruh dari cita rasa, harga, nilai kesehatan, dan emosional terhadap minat konsumen untuk berkunjung kembali ke sentra kuliner Pasar Lama Tangerang. Penelitian dilakukan dengan metode survey menggunakan metode convenience sampling melalui penyebaran kuesioner secara langsung di lokasi penelitian. Penelitian ini melibatkan 100 responden yang merupakan konsumen yang sedang berkunjung ke sentra kuliner Pasar Lama Tangerang. Data penelitian diolah menggunakan pendekatan PLS-SEM. Hasil dari penelitian menyatakan bahwa cita rasa, nilai kesehatan, dan emosional memiliki pengaruh terhadap minat berkunjung kembali ke Sentra Kuliner Pasar Lama Tangerang. Tetapi tidak demikian halnya dengan harga yang tidak memiliki pengaruh yang signifikan terhadap minat untuk berkunjung kembali. Penelitian ini diharapkan agar para UMKM yang berada di Sentra Kuliner Pasar Lama Tangerang dapat memperhatikan faktor-faktor tersebut agar selalu dipadati oleh pengunjung.
The Pasar Lama Tangerang Culinary Center, which accommodates hundreds of MSMEs in the culinary sector must be considered. Customer loyalty will contribute to the sustainability of MSMEs in the Culinary Center. This purpose of this study is to determine the effect of taste, price, health value, and emotional on consumer intention to revisit to Pasar Lama Tangerang culinary center. The research was conducted using a survey method using convenience sampling method through distributing questionnaires directly at the research location. This study involved 100 respondents who were consumers who were visitors to the Pasar Lama Tangerang culinary center. The PLS-SEM method was used to process the research data. The results of the study state that taste, health value, and emotional have an influence on the intention to revisit the Pasar Lama Tangerang Culinary Center. However, price has no significant influence on the intention to revisit. According to the findings of this study, MSMEs in Pasar Lama Tangerang Culinary Center should pay attention to these factors so that it is always crowded with visitors.
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