Pemodelan Niat Kunjungan Ulang Kafe Dengan Internet Quality Of Experience dan Theory Of Planned Behavior

Mardianto Mardianto; Muh. Nurtanzis Sutoyo Sutoyo; Selviana Putri; M. Khalil Aiman

doi:10.55681/armada.v4i10.4883

Authors

Mardianto Mardianto Universitas Sembilanbelas November Kolaka, Indonesia
Muh. Nurtanzis Sutoyo Sutoyo Universitas Sembilanbelas November Kolaka, Indonesia
Selviana Putri Universitas Sembilanbelas November Kolaka, Indonesia
M. Khalil Aiman Universitas Sembilanbelas November Kolaka, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i10.4883

Keywords:

Internet Quality of Experience, Theory of Planned Behavior, Niat Kunjungan Ulang, Kafe, PLS-SEM

Abstract

Kualitas pengalaman internet semakin menjadi bagian dari pengalaman pelanggan ketika berkunjung ke kafe. Namun, pengalaman menggunakan internet yang baik belum tentu mendorong keputusan untuk berkunjung kembali. Penelitian ini bertujuan memodelkan hubungan Internet Quality of Experience (QoE), sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat kunjungan ulang melalui pengembangan Theory of Planned Behavior (TPB). Sebanyak 250 observasi dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan lima konstruk dan 16 indikator. Evaluasi dilakukan terhadap model pengukuran, model struktural, serta pengaruh langsung dan tidak langsung menggunakan bootstrapping 500 subsampel. Hasil memperlihatkan bahwa QoE berhubungan positif signifikan dengan sikap (β=0,997; p<0,001), sementara pengaruh langsung QoE, sikap, norma subjektif, dan persepsi kontrol perilaku terhadap niat kunjungan ulang tidak signifikan pada taraf 5%. Pengaruh tidak langsung melalui sikap juga tidak signifikan (β=0,493; p=0,556). Model menjelaskan 3,86% variasi niat kunjungan ulang. Akan tetapi, nilai HTMT QoE–sikap sebesar 0,999 dan VIF prediktor yang melebihi 185 mengindikasikan persoalan serius dalam pemisahan konstruk. Dengan demikian, bukti mengenai determinan niat kunjungan ulang masih bersifat sementara. Studi ini memperlihatkan pentingnya mengevaluasi kualitas pengukuran sebelum menarik implikasi manajerial dari model perilaku konsumen berbasis pengalaman digital.

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