Analisis Customer Experience Menikmati Dimsum Uma Yum Cha di Pasar Gede Surakarta sebagai Ruang Kuliner Modern di Pasar Tradisional

Anggit Dyah Kusumastuti; Amanah Rahmadhani; Alya Salwa Aqila; Amanda Indah Novia Andri Asututi; Balqis Fadhillah Ismail Putri; Muhammad Davin

doi:10.30640/jmcbus.v4i3.7045

Authors

Anggit Dyah Kusumastuti Universitas Sahid Surakarta
Amanah Rahmadhani Universitas Sahid Surakarta
Alya Salwa Aqila Universitas Sahid Surakarta
Amanda Indah Novia Andri Asututi Universitas Sahid Surakarta
Balqis Fadhillah Ismail Putri Universitas Sahid Surakarta
Muhammad Davin Universitas Sahid Surakarta

DOI:

https://doi.org/10.30640/jmcbus.v4i3.7045

Keywords:

Consumer Behavior, Customer Experience, Customer Loyalty, Modern Cuisine, Traditional Market

Abstract

The increasingly fierce competition in the culinary business encourages business owners to not only offer quality products but also create memorable experiences for customers. Dimsum Uma Yum Cha in Pasar Gede Surakarta is one culinary business that attracts consumers' attention because it combines modern culinary concepts with a traditional market atmosphere. However, research on consumer experiences in modern culinary businesses operating in traditional market environments is still relatively limited, especially in relation to customer loyalty. This study aims to analyze consumer experiences in enjoying Dimsum Uma Yum Cha in Pasar Gede, identify factors that influence consumer experiences, and analyze consumer experiences towards customer loyalty. The method used is descriptive qualitative with data collection techniques through observation, interviews, and documentation with 50 informants, selected using a purposive sampling technique. The results show that consumer experiences tend to be positive and memorable due to the combination of modern culinary products with a typical traditional market atmosphere. This experience is influenced by product quality, affordable prices, service, ambiance, and the self-service system. Positive customer experiences contribute to customer loyalty, demonstrated by their intention to revisit and their willingness to recommend Dimsum Uma Yum Cha to others. These findings demonstrate that customer experience plays a crucial role in building customer loyalty in culinary businesses.

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