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PENGARUH BRAND AUTHENTICITY TERHADAP CUSTOMER WELL-BEING DAN DAMPAKNYA PADA CUSTOMER CITIZENSHIP BEHAVIOR: Survey Pada Pelanggan Connoisseur Kopi Specialty/Single Origins di Kedai Kopi Konkopia Kota Malang)

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Nanang Gunawan, Program Pasca Sarjana Universitas Brawijaya Malang,
PENGARUH BRAND AUTHENTICITY TERHADAP CUSTOMER WELL-BEING
DAN DAMPAKNYA PADA CUSTOMER CITIZENSHIP BEHAVIOR (Survey
Pada Pelanggan Connoisseur Kopi Specialty/Single Origins di Kedai Kopi
Konkopia Kota Malang):Komisi Pembimbing, Ketua: Suharyono, Prof., Dr.,MA,
Anggota: Sunarti, Dr.,S.Sos.,MAB.
Perilaku Citizenship pada pelanggan connoisseur tampak pada hubungan
Profesional-Amateur-Public (PAP), di mana sebagai seorang amateur,
connoisseur customer menunjukkan perilaku prososial baik kepada barista
(profesional) maupun connoisseur customer lain dan/atau pelanggan biasa
(public). Interaksi antara connoisseur customer terhadap profesional seperti
barista dapat membantu mengembangkan social/sub-cultural capital pada konteks
kopi specialty/single origins (feedback). Selain itu interaksi antara connoisseur baik
terhadap connoisseur lain maupun terhadap pelanggan biasa dapat berupa
berbagi pengetahuan (helping) tentang kopi specialty/single origins juga dapat
meningkatkan social/sub-cultural capital baik bagi connoisseur lain maupun bagi
pelanggan biasa. Demikian juga pelanggan connoisseur sering bertindak sebagai
sumber refensi (advocacy) bagi konsumen kopi specialty/single origins. Dengan
demikian dapat dikatakan bahwa connoisseur customer secara aktif berperilaku
citizenship. Melalui citizenship behavior, connoisseur coffee customer juga
diketahui berpengaruh terhadap struktur pendapatan kedai kopi specialty/single
origins. Selain itu, hubungan, connoisseur customer, dan pelanggan biasa
senantiasa turut meningkatkan inovasi melalui value co-creation. Meskipun
demikian perhatian terhadap perilaku connoisseur coffee customer masih jarang
dilakukan.
Berdasarkan hasil penelitian yang ada saat ini terdapat beberapa faktor
yang dapat mempengaruhi Customer Citizenship Behavior di antaranya berupa
faktor eksternal seperti brand image, reputation, service quality, dan faktor internal
seperti customer satisfaction. Meskipun demikian, dalam konteks connoisseurship
coffee consumption, faktor eksternal berupa Brand Authenticity dipandang lebih
relevan sebagai alternatif dari variabel-variabel tersebut, di mana penilaian kualitas
suatu objek konsumsi oleh pelanggan kopi connoisseur juga melibatkan aspek
etika dan estetika. Di sisi lain, faktor internal berupa customer satisfaction hanya
mencerminkan sisi hedonic well-being pelanggan yang diketahui tidak selalu
berdampak pada prilaku pro-sosial seperti Customer Citizenship Behavior,
sehingga Customer Well-Being yang tidak hanya mencerminkan sisi hedonic tetapi
juga eudaimonic well-being dapat memberikan pengaruh yang lebih besar
terhadap Customer Citizenship Behavior. Oleh karena itu, secara spesifik
penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh 1) Brand
Authenticity terhadap Customer Well-Being; 2) Customer Well-Being terhadap
Customer Citizenship Behavior; dan 3) Brand Authenticity terhadap Customer
Citizenship Behavior.
Penelitian ini dilakukan di Kedai Kopi Konkopia yang merupakan HEICs di
Kota Malang. Survey dilakukan kepada 100 pelanggan connoisseur. Adapun
metode analisis data meliputi analisis statistik deskriptif dan inferensial dengan
metode partial least square to path modelling (PLS-PM). Hasil penelitian ini
menunjukkan bahwa 1) Brand Authenticity berpengaruh signifikan terhadap

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Customer Well-Being dengan nilai β sebesar 0,837 dan tingkat explanatory power
(R2
) sebesar 0,701 (menengah); 2) Customer Well-Being berpengaruh signifikan
terhadap Customer Citizenship Behavior dengan nilai β sebesar 0,588; sedangkan
3) Brand Authenticity tidak berpengaruh signifikan terhadap Customer Citizenship
Behavior dengan nilai β sebesar 0,065, dengan kata lain Customer Well-Being
memiliki pengaruh mediasi penuh (full mediation effect) pengaruh Brand
Authenticity terhadap Customer Citizenship Behavior pada pelanggan connoisseur
sebesar 0,492. Tingkat explanatory power (R2

) untuk variabel Customer
Citizenship Behavior sebesar 0,414, sedangkan tingkat predictive power
(PLSpredict) berada pada tingkat menengah.
Temuan tersebut menjelaskan bahwa Brand Authenticity yang diukur
menggunakan beberapa indikator berupa continuity, reliability, naturalness,
integrity, dan symbolism dapat menjadi alternatif dari brand image, experience,
reputation, atau service quality. Sementara Customer Well-Being dapat menjadi
alternatif dari customer satisfaction atau delight, di mana Customer Well-Being
diukur menggunakan beberapa indikator berupa positive emotion, engagement,
relationship, meaning, dan accomplishment yang tidak hanya mencerminkan
hedonic tetapi juga eudaimonic well-being. Pada akhirnya hubungan kedua
variabel tersebut dapat berdampak pada perilaku suportif pelanggan baik terhadap
perusahaan, karyawan, maupun pelanggan lain (citizenship behavior) yang bukan
hanya sekedar manifestasi dari loyalitas, di mana perilaku citizenship berupa
feedback, advocacy, helping, dan tolerance.
Pada konteks connoisseurship coffee consumption, pelanggan connoisseur
dibedakan dengan skema kognitif yang tersimpan dalam ingatan dan menjadi
dasar atas penilaian autentisitas. Seiring perkembangan skema kognitif yang
digunakan setiap pelangan mengarahkan kepada perbedaan tujuan dan dengan
hal tersebut memungkinkan setiap objek maupun brand diinterpretasikan serta
dimaknai secara berbeda. Pelanggan connoisseur memiliki skema kognitif yang
telah berkembang lebih baik sehingga aktifitas konsumsi di Kedai Kopi Konkopia
adalah untuk memverifikasi ataupun mencari perbedaan setiap properti dari
seduhan kopi specialty/single origins. Hal tersebut menjelaskan mengapa
penilaian autentisitas oleh pelanggan connoisseur tidak hanya berdasarkan pada
indexical tetapi juga iconic cues yang lebih konstruktif dengan melibatkan personal
point of view, imagination, dan social norm sebagaimana kriteria autentisitas yang
berupa naturalness, integrity dan reliability. Sepanjang hal tersebut dapat
meningkatkan positive state yang berupa relationship dan engagement, maka
dapat menggerakkan pelanggan connoisseur untuk berperilaku suportif baik
kepada Kedai Kopi Konkopia, karyawan, maupun kepada pelanggan lain
sebagaimana bentuk perilaku citizenship berupa feedback, advocacy, dan helping.
Perbedaan karakteristik responden baik pelanggan connoisseur
menghasilkan respon yang berbeda pada masing-masing variabel penelitian ini.
Pelanggan connoisseur sendiri dibedakan dengan skema kognitif yang dihasilkan
melalui serangkaian tindakan refleksif terhadap objek dan aspek budaya tertentu
yang melibatkan proses latihan, pembandingan, serta eksperimen berulang-ulang,
di mana proses tersebut memerlukan pengorbanan sumber daya baik waktu
maupun uang (time and money investment). Hal tersebut mengarahkan pada
proposisi bahwa adanya peran moderasi variabel involvement pada pengaruh
Brand Authenticity terhadap Customer Well-Being maupun terhadap citizenship
behavior.

Nanang Gunawan, Universitas Brawijaya Malang Postgraduate Program,

THE EFFECT OF BRAND BRAND AUTHENTICITY ON CUSTOMER WELL-
BEING AND ITS IMPACT ON CUSTOMER CITIZENSHIP BEHAVIOR ( Survey

on Specialty /Single Origins Coffee Connoisseur Customer at Konkopia
Coffeeshop Malang City); Supervisor: Suharyono, Prof., Dr., MA, Co-supervisor:
Sunarti, Dr., S.Sos., MAB.
Citizenship behavior among connoisseur customers can be seen in the
Professional-Amateur-Public (PAP) relationship, where as an amateur, a
connoisseur customer shows prosocial behavior to both baristas (professionals)
and other connoisseur customers and / or regular customers (public). The
interaction between connoisseur customers and professionals such as baristas
can help develop social / sub-cultural capital in the context of specialty coffee /
single origins (feedback). In addition, the interaction between connoisseurs, both
to other connoisseurs and to regular customers, can be in the form of sharing
knowledge (helping) about specialty / single origins coffee as well as increasing
social / sub-cultural capital both for other connoisseurs and for ordinary customers.
Likewise, connoisseur customers often act as a source of reference (advocacy) for
specialty / single origins coffee consumers. Thus, it can be said that connoisseur
customer actively behaves citizenship. Through citizenship behavior, connoisseur
coffee customers are also known to have an effect on the income structure of
specialty / single origins coffee shops. In addition, relationships, customer
connoisseurs, and ordinary customers always contribute to increasing innovation
through value co-creation. However, attention to the behavior of coffee
connoisseur customers is still rarely done.
Based on existing research, there are several factors that can influence
Customer Citizenship Behavior, including external factors such as brand image,
reputation, service quality, and internal factors such as customer satisfaction.
However, in the context of connoisseurship coffee consumption, an external factor
in the form of Brand Authenticity is seen as more relevant as an alternative to these
variables, where the assessment of the quality of an object of consumption by a
coffee connoisseur customer also involves ethical and aesthetic aspects. On the
other hand, the internal factor in the form of customer satisfaction only reflects the
hedonic side of customers' well-being, which is known not to always have an
impact on pro-social behavior such as Customer Citizenship Behavior, so that
Customer Well-Being, which does not only reflect the hedonic side but also
eudaimonic well-being can provide a greater influence on Customer Citizenship
Behavior. Therefore, specifically this study aims to determine and explain the effect
of 1) Brand Authenticity on Customer Well-Being; 2) Customer Well-Being to
Customer Citizenship Behavior; and 3) Brand Authenticity to Customer Citizenship
Behavior.
This research was conducted at the Konkopia Coffee Shop which is the
HEICs in Malang City. The survey was conducted on 100 connoisseur customers.
The data analysis method includes descriptive and inferential statistical analysis
with the partial least square to path modeling (PLS-PM) approach. The results of
this study indicate that 1) Brand Authenticity has a significant effect on Customer
Well-Being with a β value of 0,837 and a level of explanatory power (R2) of 0,701
(medium); 2) Customer Well-Being has a significant effect on Customer Citizenship

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Behavior with a β value of 0,588; whereas 3) Brand Authenticity has no significant
effect on Customer Citizenship Behavior with a β value of 0,065, in other words
Customer Well-Being has a full mediation effect. The effect of Brand Authenticity
on Customer Citizenship Behavior on connoisseur customers is 0,492. The level
of explanatory power (R2) for the Customer Citizenship Behavior variable is 0,414,
while the predictive power (PLSpredict) level is at the intermediate level.
These findings explain that Brand Authenticity which is measured using
several indicators in the form of continuity, reliability, naturalness, integrity, and
symbolism can be an alternative to brand image, experience, reputation, or service
quality. Meanwhile, Customer Well-Being can be an alternative to customer
satisfaction or delight, where Customer Well-Being is measured using several
indicators in the form of positive emotion, engagement, relationship, meaning, and
accomplishment, which not only reflect hedonic but also eudaimonic well-being. In
the end, the relationship between these two variables can have an impact on
customer supportive behavior towards companies, employees, and other
customers (citizenship behavior) which is not just a manifestation of loyalty, where
citizenship behavior is in the form of feedback, advocacy, helping, and tolerance.
In the context of connoisseurship coffee consumption, the connoisseur
customer is differentiated by a cognitive schema that is stored in memory and
becomes the basis for the assessment of authenticity. Along with the development
of the cognitive schemes used by each customer leads to different goals and this
allows each object and brand to be interpreted and interpreted differently. The
connoisseur customer has a better developed cognitive scheme so that
consumption activities at the Konkopia Coffee Shop are to verify or look for
differences in each property of brewing specialty / single origins coffee. This
explains why the assessment of authenticity by connoisseur customers is not only
based on indexical but also more constructive iconic cues involving personal points
of view, imagination, and social norm as well as authenticity criteria in the form of
naturalness, integrity and reliability. As long as this can increase the positive state
in the form of relationship and engagement, it can move customer connoisseurs to
behave supportively both to the Konkopia Coffee Shop, employees, and to other
customers as a form of citizenship behavior in the form of feedback, advocacy, and
helping.
The difference in the characteristics of the respondents, both connoisseur
customers, resulted in different responses to each of the variables of this study.
The connoisseur customer himself is distinguished by a cognitive scheme that is
generated through a series of reflexive actions towards certain cultural objects and
aspects that involve a process of repeated practice, comparison, and
experimentation, where the process requires the sacrifice of resources, both time
and money (time and money investment). This leads to the proposition that there
is a moderating role for the involvement variable in the effect of Brand Authenticity
on Customer Well-Being and on citizenship behavior.

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Ketersediaan

2023111

TES 658.81 GUN p 2022 k.1

Fadel Muhammad Resource Center (Ilmu Terapan)

Tersedia namun tidak untuk dipinjamkan - Missing

Informasi Detail

Judul Seri

-

No. Panggil

TES 658.81 GUN p 2022

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis., 2022

Deskripsi Fisik

xix, 170 halaman; ILUS: 29,5cm.

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.81

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

TESIS
customer citizenship
brand authenticity

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Nanang Gunawan

Versi lain/terkait

Lampiran Berkas

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