Pengaruh Lebar Fasad, Warna Interior, dan Lokasi Meja Kasir terhadap Persepsi Aman dan Sikap Konsumen pada Convenience Store
Abstract
Pesatnya perkembangan convenience store berkontribusi terhadap tingginya angka kejahatan pada toko. Pedoman convenience store dan teori-teori yang terkait menunjukkan bahwa visibilitas dari convenience store penting untuk menekan maksud kriminal. Namun, faktor yang dikembangkan untuk mendorong persepsi keamanan dan perilaku konsumen tidak jelas dijelaskan. Penelitian ini menguji variabel yang dapat menekan maksud kriminal melalui peningkatan persepsi aman konsumen dan perilaku dalam toko. Percobaan ini menggunakan 43 responden untuk mengevaluasi stimulus gambar simulasi interior dari convenience store. Data dari respon dianalisis dengan ANOVA. Hasil penelitian menunjukkan bahwa lokasi kasir jauh dari pintu keluar dengan kombinasi warna dingin dianggap aman oleh responden, sedangkan lokasi counter jauh dari pintu keluar memberikan efek positif pada perilaku konsumen. Sedangkan variabel muka bangunan tidak memberikan pengaruh yang signifikan dalam membangun persepsi konsumen dan perilaku. Hasil eksperimen diharapkan menjadi kenyamanan pedoman desain dari convenience store dan mengembangkan pengetahuan desain. Di masa depan, kita dapat mempelajari jenis lain dari toko atau fungsi lain dengan masalah yang sama.
Kata Kunci: convenience store; pencegahan kejahatan; perilaku konsumen; persepsi aman.
Influence of Façade Width, Interior Color and Cashier Desk Location on Security Perception and Client Behavior in Convenience Stores
The rapid development of the convenience store contributes to the rising occurence of retail crime. Convenience store guidelines and related theories show that visibility in convenience store interiors is important to suppress criminal intents. However, the factors developed to improve security perception and client behavior are not clearly described. In this study variables were examined that may suppress criminal intent through the improvement of security perception and consumer behavior in convenience stores. In the experiment for this study 43 respondents were used to evaluate a stimulus set consisting of simulated images of a convenience store interior. The response data were analyzed using ANOVA. The experiment results showed that a cashier location far from the exit with a cool color combination is deemed secure by the respondents, while the location of a counter away from the exit has a positive effect on client behavior. However, the façade variable did not contribute significantly to improving security perception and client behavior. The experimental results can be used in convenience store design guidelines and for developing design knowledge. In the future, other types of shops or public spaces with similar problems can be studied.
Keywords: convenience store; crime prevention; consumer behavior; security perception.
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