MOTIVATION FOR REPEAT VISITS TO CAFES: TASTE, PUBLIC SPACE OR LIFE

STYLE
What Makes People Interested to Visits ‘Bukan Dia’ Restaurant Repeatly
Group V, English For Academy

ABSTRACT

A restaurant in Padang is a food stall/restaurant business that sells or serves various culinary or Minangkabau
dishes originating from West Sumatra. The purpose of this research was conducted at the “Bukan Dia”
Restaurant, to find out the motivation of consumers to repeat visits to the restaurant based on price category,
service, menu, and location. In this study, sampling was carried out for 2 weeks to 20 student respondents. The
respondents used were students who had visited the Bukan Dia Restaurant such as dormitory students and from
other student groups. The research method uses qualitative research methods by means of open coding. The
results of the analysis carried out are the most dominant reason for repeat visits, namely price, followed by the
service received, then menu and location. This restaurant is recommended for repeat visits because the prices
and services obtained are in accordance with the conditions of students.

I. Introduction

In today’s economy, companies have become competitive in acquiring and retaining customers as they
are turning to be customer-centric. One of the generally accepted marketing principles is that it is more
profitable to retain customers than to win prospective customers (Bitran and Mondschein 1997). Previous
research has shown that the cost of acquiring a new customer is approximately five times the cost of retaining
an old customer and that the value of acquiring ten new customers is less than the value of retaining an old
customer. (Verhoef and Donkers 2001). Therefore, retaining existing customers and improving their repeat
purchases is an important consideration for practitioners and has also attracted researchers’ attention (Han et al.
2009; Kim et al. 2009; Kim and Moon 2009).
According to Upadhyay et al. (2017), one of the most important areas of study in marketing science is
consumer buying behavior. Some of the researchers (Kivela et al., 2000; Kotler and Keller, 2009; Fetscherin,
2014; Holmqvist and Renaud, 2015; Dung et al., 2020) describe their work based on theory or research.
Consumers experience products and services, and the process doesn’t end. it goes on. When it comes to
restaurants, which constitute an important field in the hospitality sector, determinants of the intention to revisit
intention are accepted as perceived quality and satisfaction with the emotions of consumption of the service
cape, customer satisfaction and switching barriers to customer satisfaction feeling emotion food quality, service
quality, atmosphere, price, etc. with customer satisfaction (Alan et al., 2017).
Revisit intention is defined as the customer's probability of consciously repurchasing a product or
service in the near future (Oliver et al., 1997). Hume, Mrgee, and Mort (2007) also stated that return visits are a
customer-driven decision to maintain a healthy relationship between customers and product and service
providers. In terms of marketing and customer behavior, the concept of behavioral intention has a significant
impact on driving customer purchase decisions in both negative and positive directions. Positive intention will
increase the probability of customers revisiting the restaurant and recommending the restaurant to the
customer's relatives.
 The purpose of this research is to identify the factors that influence the intention to return to the
restaurant by conducting a survey via Google Forms of students who have visited the restaurant "Ampera
Bukan Dia". The research method uses qualitative research methods. The results of the analysis carried out are
the most dominant reasons for repeat visits, namely price, service, menu, and location. In extension, the
conclusions of this paper will help restaurant managers take effective steps to improve customer satisfaction and
confirm their visit intention.
II. Literature Review
2.1 services play a role in consumer return visits
The definition of quality according to Kotler (1997) is everything that is owned by a
product of goods or services that can meet needs and can provide satisfaction to
customers. Kotler (2000), defines service as a strategy made by a company because a
company's product is not only in the form of goods but can also be in the form of a
service. Based on some of these definitions, the quality of service is the various efforts
made by the company to meet the needs and expectations of its customers.
According to Tjiptono (2007) there are five dimensions of service quality, namely:
a. Reliability. A company's ability to meet customer needs in terms of service quickly, accurately and on
time so that it will satisfy customers.
b. Responsiveness. Initiatives that arise from employees to provide fast and responsive service to customers.
c. Guarantee (assurance). Attitudes or characteristics of employees who can instill the seeds of trust in the
minds of customers which include being polite, knowledgeable, competent and trustworthy so that
customers will feel safe and comfortable with the services provided by the company.
d. Attention (empathy). A form of attention given by the company to its customers, this attention can be in
the form of understanding the needs of customers and attention in providing ease of communication with
the company.
e. Physical evidence (tangibles). Physical evidence can be in the form of competent employees, provision of
complete facilities, and modern and sophisticated communication equipment

2.2 The role of price on consumer motivation to buy a product

According to Tjiptono (2007), there are three roles of price, namely: a. b. For consumers, prices have been used
by consumers as a basis for decisions in purchasing a product or service. c. For companies, a company's income can be
obtained from the price determined by the company
According to Chandra in Tjiptono (2007) there are seven strategic dimensions of price, namely:
a. Price is a value that is owned by a product or service.
b. Price is something that is obvious to customers.
c. Price is the main factor for obtaining demand.
d. Price is the basis for obtaining revenue and profit.
e. Prices are flexible.
f. Price is a factor to determine the company's strategy and will affect the company's image.
g. Price is a major problem for managers.
2.3 Customer satisfaction

According to Kotler in Tjiptono (2007) customer satisfaction is a condition that is felt by someone when what is
felt is in accordance with his expectations. According to Tjiptono (2008) there are several benefits of customer
satisfaction, namely:
a. The establishment of a good relationship between the company and customers.
b. Can create a customer loyalty.
c. Can be an effective advertising medium through word of mouth.

According to Nasution (2001) customer satisfaction can be identified and monitored by several methods, namely:
a. Complaints and suggestions method, done through suggestions and comments box. Complaints from
these
b. products with competitors.

2.4 strategic location makes it comfortable to always visit

a. Determining the location of the place for each business is an

important task for marketers, because wrong decisions can result in
failure customers can be used as a source of inspiration for
companies to improve services.
b. Conduct customer satisfaction surveys, in this way the company can
get direct responses from customers.
Lost customer analysis, this method is carried out by the company conducting
research on customers who have stopped making purchases to find out the reasons
why they stopped and to find out the weaknesses of the product. d. Chost shopping,
this method is used to compare the strengths and weaknesses of the company's
before the business starts. Choose a trading location is an important decision for a
business that must persuade customers to come to the place of business in meeting
their needs. Site selection has a strategic function because it can participate
determine the achievement of corporate goals. Location more emphatically means a
physical place. Location is location or retail stores in strategic areas so as to
maximize profits (Dharmesta et.al, 2005:49). Location is where the company
operates or where the company carries out activities for produce goods and services that are concerned with the economic
aspect (Buchari, 2009:48). Location is place of business that greatly affects the desire of a consumer to come and shop
(Tjiptono, 2009:87). Location is where the company operates or where the company does activities to produce goods and
services that are concerned with the economic aspect (Kertajaya, 2006:93). Location is the place where the company must
be headquartered to carry out operations (Lupiyoadi, 2013:81). So location can be concluded is a related place where the
company will be established and held.

II. Methodology
1. type of research

This Research using qualitative method, Flick (2007) argues that qualitative research is research that is set to understand,
describe, and even explain existing social phenomena in the following ways:
• By analyzing the experiences of individuals or groups (eg communities). This experience can be related to a person's life
history, knowledge or stories related to his life.
• By analyzing the interaction and communication of each individual or group.
• By analyzing documents (eg text, images, films or music).
 Qualitative research tries to describe the reality or phenomena that exist in society from the point of view of informants
or people who participate in the research (Baez, 2002; Flick, Kardorff and Steinke, 2004; Maykut and Morehouse, 1994).
This reality or phenomenon can be understood through data collection through interviews (including in-depth interviews),
observation (including participant observation, focus group discussions and document analysis (Belsky, 2004; Snape and
Spencer, 2003).
In fact, the social reality that exists in society has meaning so that qualitative research aims to understand what is
happening both in terms of the process and the patterns of meaning that occur in society. “The way people who are
studied understand and interpret their social reality is one of the main motives of qualitative research” (Bryman, 1998:8).
(Bryman, 1998:8). The way researchers understand and interpret the social reality of society, community or people is the
main goal of qualitative research. Qualitative research always looks at social reality in the context of what happens and
why something happens in society. Furthermore, qualitative research provides solutions, approaches or strategies that can
be pursued based on the phenomenon being studied or researched.

According to Denzin and Lincoln, researchers or observers are people who are separated from these observations,
qualitative research consists of interpretive series, these series consist of interviews, recordings, memos and others,
because they are interpretive, qualitative research will examine a phenomenon by natural way, and provide meaning or
interpretation of a data in accordance with the reality that occurs

2. Data collection techniques

Data collection was carried out through a questionnaire, namely by providing a list
questions (questionnaires) to visitors "ampera is not him" in two ways, 1. direct delivery at the location, 2. Distribute the
questionnaire via the whatsapp group, in the questionnaire several general questions are provided, the volunteers are free
to fill out the questionnaire according to what they want to write, so no incentive to lean towards multiple answers,

3.populasi dan sample

the population in this study were students who had visited and bought food at "ampera not him", there was no age limit for
being a respondent in this study, with a total sample of 32 with reference to Roscoe (in (Sugiyono, 2014)) who explained
that An appropriate sample size in research is between 30 and 500 which is appropriate for most studies

4. Data analysis techniques

Based on the main research problems, research objectives, research hypotheses, and research conceptual framework,
the analytical method used in this research is qualitative analysis with the open coding method,
Liamputtong argues that qualitative data generally implements coding language in understanding the meaning or
patterns of information contained in qualitative data. Coding is the process of analyzing and testing existing raw data by
labeling it in the form of words, phrases or sentences. There are two stages in this coding step, namely initial coding or
open coding and axial coding. Several authors add to the importance of conceptual coding (selective coding) in
conducting data analysis in addition to initial coding and axial coding (see Auerbach
and Silverstein, 2003; Barbie, 2007; Blaikie, 2010; Hesse-Biber, 2010; Hesse-Biber and Leavy, 2011). Initial coding is
defined as giving meaning or labeling in the form of words or phrases in accordance with existing data (for example in
transcription data). Axial coding is defined as a step or advanced stage of open coding by creating themes or categories
made of words or phrases resulting from open coding. In coding, researchers can take various methods or approaches,
for example by utilizing the new comment feature in the Microsoft Office Word program, making words manually in the
data transcription or by writing the data transcription in the Microsoft Office Word program with 2 (two) spaces. , print
and create labels of words or short phrases. It should be remembered that in coding, researchers are always guided by a
theoretical framework (theory) or a conceptual framework (conceptual framework) which is used as the basis for the
research being carried out. The number of codes, labels or words generated from the coding above guides researchers
to be creative and intuitive in making themes (themes) and categories (categories) according to the type of label made in
the initial coding. The themes that have been created through the coding process above need to be grouped by sorting
out these themes by paying attention to the principle of hierarchy, structure
or range of themes. In making themes and categories or concepts, researchers must be able to pay attention to the
interrelationships or connections between one theme and another. The next step is for the researcher to make or create
theoretical concepts or ideas related to the code and the themes. The right strategy in the data analysis process is the
researcher's ability to connect between the concepts that have been made by linking them with existing theories or
literature. In this case, researchers must always look for and view existing literature that may be relevant to the research
issue being studied. Considering that coding is an important step in qualitative data analysis, Liamputtong (2009)
suggests several practical tips that researchers need to pay attention to. First, researchers do not need to worry about
the number of codes or labels that are made. In practice, researchers will find that the codes that are made may not be
related or in accordance with the research topic, but on the other hand, these codes may be useful in other contexts.
Second, researchers can create codes or labels in creative and varied ways. Therefore, researchers need to pay attention
to research data carefully and deeply understand the data.

RESEARCHER INFORMANT

Respond/question
Research question

Transcription/teks

(qualitative datatt) coding

category categorize
Group data

 
III. Result
3.1 Reason for visit

The first stage of open-coding was carried out on open-ended answers on why the visit to Ampera was not him.
Respondents' answers were formed by several keywords (codes) and various categories as shown in table one. Based on
the division of meaning segments and giving keywords (codes), there are 5 variations of respondents in giving answers.

Tabel 1. Reason for visit

answers Key words Sub-categories categories
1. “Affordable price good food” 1. Affordable price 1. price range 1. price
2. the food is good 2. menu quality 2. menu
2. “the prices are affordable, and 1. Affordable price 1. price range 1. price
there are many variations on the 2. menu variations 2. menu quality 2. menu
menu”
3. “Cheap price + buffet system 1. Low price 1. price range 1. price
alias can eat in kuli (large) portions 2. buffet system 2. Quality of 2. menu
3. can eat with large service 3. service
portions 3. menu quality
4. “because I like the soy sauce 1. love the soy sauce 1.menu quality 1. menu
chicken” chicken
 5. “The price of side dishes is 1.theprice of fooddishes 1. price range 1. price
cheap, the location is close to is cheap 2. location range 2. Location
campus, buffet system” 2. the location is close 3. Quality of 3. service
3. buffet system service

Tabel 2. Keyword grouping of reasons for visits

Key words f Sub-kategori f kategori f

affordable prices 2 Affordable price 4 Price 4
cheap price 1
the price is cheap 1

Buffet system 2 Quality of service 2 service 2

Lots of variety of food 1 Quality of menu 1 Menu 1

Easily accessible 1 Location range 1 Location 1
location

The results of the identification of keywords (codes) which are formulated into groups of categories are analyzed
using a frequency distribution. In figure one, the category of the most dominant reason for the visit occurred during a visit
to Ampere instead of him was the price with the number of answers (4), the second dominant was the reason for the
service that received (2), and location (1).

3.2 Selective Coding

Price is the reason for the large number of visitors to this restaurant, with low prices, this restaurant is able to
attract many customers, cheap prices are the most reason to visit this restaurant, besides this, at low prices we can take
large portions of food, this is what makes the majority of visitors comfortable with this restaurant. Service is the second
most reason for coming to this restaurant, visitors can take as much food as they want because this restaurant uses the
buffet system method, this buffet system method is what triggers consumer satisfaction to come to this restaurant, apart
from buffet system, the waiters in this restaurant are also friendly. Location that is easily accessible and close to campus is
the third most common reason to visit this restaurant.
Teenagers have many interests visit the restaurant in order to get social recognition for him, but it doesn't seem to
apply to this restaurant, because based on existing data, people come to this restaurant purely just to relieve their hunger.
IV. Conclusion
This research uses a descriptive method, namely research on problems in the form of the latest facts from a
society. Qualitative research places more emphasis on quality not quantity and the data collected does not come from
questionnaires but comes from interviews and direct observation as well as other related official documents. Data
collection was carried out by distributing questionnaires online via whatsapp with criteria 1). which includes Andalas
University students 2). Students who live around Andalas University and who are offline directly come to the location of
the "Ampera Bukan Dia" restaurant. Data collection for 2 weeks was carried out on 20 Andalas University student
respondents who had lived for about 4 months around the university area.
Data collection is done by giving a set of questions or written statements to respondents to answer. The method of
analysis of this research was carried out by: 1) classifying the average score of student answers in the questionnaire based
on the Likert scale category, 2) looking for the percentage of student responses, 3) interpreting student answers based on
the percentage results. The results of the identification analysis using the frequency distribution in Figure 1, the most
dominant category of reasons for visiting Ampere instead of him is the price with the number of answers (4) and the
second dominant is the reason for the service that gets (2), based on the order of the number of answers, sequentially
followed by reasons for menu (1) and location (1)

V. limitation and future research suggestions

This study has limitations that suggest interesting lines of future research. First, this exploratory research uses a limited
sample, namely one restaurant around the Andalas University campus. Thus, even though it has identified a persuasive
explanation of the process, generalizations must be made by conducting research on other campuses. Future studies
should find alternative ways. The process of obtaining data must also be developed by conducting direct interviews with
customers at the restaurant to be studied.
The findings in this study can be used as a basis for developing restaurants in Indonesia, especially those located around
campuses or offices.