Research Article
An Analysis of Effect Servicecape, Innovation and Consumer Dissatisfaction Towards The Consumer Attitudes at Internet Cafe Business in Medan Tembung District
@INPROCEEDINGS{10.4108/eai.11-12-2019.2290843, author={Sunday Ade Sitorus}, title={An Analysis of Effect Servicecape, Innovation and Consumer Dissatisfaction Towards The Consumer Attitudes at Internet Cafe Business in Medan Tembung District}, proceedings={Proceedings of the Third Workshop on Multidisciplinary and Its Applications, WMA-3 2019, 11-14 December 2019, Medan, Indonesia}, publisher={EAI}, proceedings_a={WMA-3}, year={2020}, month={3}, keywords={service quality innovation consumer attitudes and consumer dissatisfaction}, doi={10.4108/eai.11-12-2019.2290843} }- Sunday Ade Sitorus
Year: 2020
An Analysis of Effect Servicecape, Innovation and Consumer Dissatisfaction Towards The Consumer Attitudes at Internet Cafe Business in Medan Tembung District
WMA-3
EAI
DOI: 10.4108/eai.11-12-2019.2290843
Abstract
This research was aimed at revealing and analysing the effect of the Servicecape, and innovation towards consumer dissatisfaction and consumer attitudes to the internet cafe business. This research employed an accidental sampling method to collect data from 220 respondents. Data analysis methods employed SEM analysis to reveal the effect of the Servicecape, and innovation towards consumer attitudes and provide the effect on consumer dissatisfaction on the Internet cafe business. The Research Results showed that: 1). Servicecape had a negative effect yet significant towards consumer dissatisfaction to the Internet cafe business. 2). Innovation had a positive and significant effect toward sustainable competitive advantage to the Internet cafe business. 3). Servicecape had a positive effect yet significant towards the consumer attitudes to the internet cafe business. 4). Innovation had a positive and significant effect towards the consumer attitudes to the internet cafe business. 5). Consumer Dissatisfaction had a positive and significant effect towards the consumer attitudes to the Internet cafe business. In this case, according to the results of SEM analysis, it could be noticed that the Servicecape had non-significant effect towards the consumer dissatisfaction; however, innovation may sustainably enhance the consumer attitudes. Therefore, the internet cafe business owner, in order to be able keeping their business to survive, they must create innovation against internet services product as well as some of the technical dimension embodied in the consumer attitudes.
