The Effect of Inspiring Visit Desire, Forming Visit Awareness, and Facilitating Interpersonal Interaction Towards Behavioral Intention To Visit and Actual Visit Behavior at Kudos Café

Felicia Juliani Leliga, Ronald Suryaputra and William Santoso

International Journal of Science and Business, 2020, vol. 4, issue 1, 66-81

Abstract: The rapid competition of café and restaurant at Surabaya become an opportunity for entrepreneurs to develop their business by using high-tech marketing tools. One of the cafes is Kudos Café Surabaya. The purpose of this study were to determine the effect of Inspiring Visit Desire represented by Experiencing Appeal (EA) and Generating Empathy (GP), Forming Visit Awareness represented by Providing Image (PI) and Presenting Guide (PG), Facilitating Interpersonal Interaction represented by Social Influence (SI) and Cybercommunity Influence (CI) towards Behavioral Intention to visit (BI) and Actual Visit Behavior (AV) at Kudos Café. The method is quantitative research using AMOS. Data was collected by distributing questionnaires to 135 respondents. The results showed Experience Appeal (EA) with regression coefficient of 0.403 positive and significantly affect Behavior Intention to visit (BI); Generating Empathy (GP) with regression coefficient of 0.053 positive but unsignificantly affect Behavior Intention to visit (BI); Providing Image (PI) with regression coefficient of 0.231 positive but unsignificantly affect Behavior Intention to visit (BI) too, Presenting Guide (PG) with regression coefficient of 0.264 positive and significantly affect Behavior Intention to visit (BI); Social Influence (SI) with regression coefficient of 0.360 positive and significantly affect Behavior Intention to visit (BI); Cybercommunity Influence (CI) with regression coefficient of 0.289 positive and significantly affect Behavior Intention to visit (BI); and Behavioral Intention to visit (BI) with regression coefficient of 0.817 positive and significantly affect Actual Visit Behavior (AV). The conclusion is Kudos Café needs improving the design performance of Instagram profile to attract the followers.

Keywords: Inspiring Visit Desire; Forming Visit Awareness; Facilitating Interpersonal Interaction; Behavioral Intention to visit; dan Actual Visit Behavior (search for similar items in EconPapers)
Date: 2020
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