Determinan penerapan protokol kesehatan, pengetahuan tentang covid-19 dan minat beli terhadap keputusan pembelian dalam melakukan dine in

Putiri Bhuana Katili, Akbar Gunawan, Khairiyyah Rusydi, Kulsum Kulsum

Abstract


Manusia merupakan makhluk sosial yang memiliki kebutuhan untuk berkumpul dan bersosialisasi bersama orang lain. Salah satu tempat berkumpul yang sering digunakan sebagai tempat berkumpul adalah restoran. Restoran dapat menjadi tempat menikmati makanan dan berkumpul kepada semua orang. Pada akhir tahun 2019 dunia dikejutkan dengan munculnya virus baru Covid-19 yang memiliki tingkat penyebaran yang sangat cepat. Sehingga diberlakukan PSBB pertama di kota Cilegon yaitu pada tanggal 10 September 2020 selama 2 minggu. Restoran XYZ juga mengikuti penutupan layanan dine in saat berlakunya PSBB. Pada 1 Juni 2020 pemerintah Indonesia memberlakukan new normal, maka restoran diperbolehkan kembali membuka layanan dine in dengan kebijakan protokol kesehatan yang sangat ketat disertai dengan pembatasan jumlah konsumen. Dengan diberlakukannya new normal maka restoran XYZ dapat membuka kembali layanan dine in pada tanggal 8 Juni 2020 dengan penerapan protokol kesehatan, social distancing, dan pembatasan waktu dibukanya layanan dine in. Penelitian ini bertujuan untuk mengetahui pengaruh penerapan protokol kesehatan, pengetahuan tentang Covid-19 dan minat beli terhadap keputusan pembelian dalam melakukan dine in. Metode pengumpulan data menggunakan kuesioner dengan populasi masyarakat Cilegon yang telah melakukan dine in di restoran XYZ minimal satu kali sejak protokol kesehatan diterapkan. Sampel yang digunakan berjumlah 205 sampel. Penelitian ini menggunakan Structural Equation Modelling (SEM) dengan bantuan software LISREL 10.3. Hasil dari penelitian ini adalah penerapan protokol kesehatan dan pengetahuan tentang Covid-19 berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian dalam melakukan dine in, sedangkan minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian dalam melakukan dine in.

Keywords


Covid-19; Dine in; SEM

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DOI: http://dx.doi.org/10.36055/jiss.v8i1.13981

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