Analisis Persepsi Konsumen tentang Nilai yang Dirasakan dan Pengalaman Membeli di Angkringan Pak Ndut Langenharjo
DOI:
https://doi.org/10.37481/sjr.v9i4.1670Keywords:
Angkringan, Consumer Perception, Perceived Value, Buying Experience, Qualitative ResearchAbstract
This study aims to analyze and describe consumer perceptions regarding perceived value and to explore the buying experience at Angkringan Pak Ndut Langenharjo. Amidst the modernization of the culinary sector, Angkringan Pak Ndut demonstrates a strong existence with loyal customer characteristics from various backgrounds. This research employs a descriptive qualitative method with a phenomenological approach. Primary data were obtained through non-participant observation and in-depth interviews with seven informants selected using the purposive sampling technique. Data analysis followed Creswell's procedures, including transcription, codification, and thematic categorization. The results indicate that stable economic and functional values form the core foundation of customer satisfaction, where prices remain affordable despite economic fluctuations. Based on the experiential marketing dimensions, the "sense" (spatial comfort) and "feel" (emotional atmosphere) aspects successfully debunked negative stigmas often associated with conventional angkringan, such as being cramped or unhygienic. Overall, Angkringan Pak Ndut has transformed into a communal space that builds loyalty through social attachment and daily consumer routines.
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