PENGARUH STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG YANG DIMEDIASI OLEH KEPUASAN KONSUMEN (Studi Kasus Par's Life Café Kota Bandar Lampung)

• Main Author: Aulia Putri Hapsari, - (Author)
• Format: Book
• Published: 2022-07-28.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Perkembangan bisnis café saat ini semakin berkembang pesat. Banyaknya café yang bermunculan, secara langsung menyebabkan tingginya tingkat persaingan, café yang tidak mampu bersaing akan mudah dikalahkan oleh pesaingnya. Tujuan dari penelitian ini untuk mengetahui pengaruh store atmosphere dan kualitas pelayanan terhadap minat beli ulang dengan kepuasan konsumen sebagai variabel mediasi. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan deskriptif asosiatif. Teknik pengumpulan data yang digunakan adalah data primer dengan metode kuesioner kepada konsumen Par's Life Café. Teknik analisis data menggunakan regresi analisis jalur (path analysis), dan sobel test. Hasil penelitian menunjukkan bahwa store atmosphere dan kualitas pelayanan berpengaruh secara langsung dan signifikan terhadap kepuasan konsumen, dan kepuasan konsumen berhasil memediasi secara signifikan terhadap hubungan store atmosphere dan kualitas pelayanan terhadap minat beli ulang The development of the cafe business is currently growing rapidly. The number of cafe that have sprung up directly causes a high level of competition, cafes that are not able to compete will be easily defeated by their competitors. The purpose of this study was to determine the effect of store atmosphere and service quality on repurchase interest with consumer satisfaction as a mediating variable. The type of research used in this research is quantitative with an associative descriptive approach. The data collection technique used is primary data with a questionnaire method to Par's Life Café consumers. The data analysis technique used path analysis regression (path analysis), and Sobel Test. The results showed that store atmosphere and service quality had a direct and significant effect on customer satisfaction, and customer satisfaction had a significant effect on the relationship between store atmosphere and service quality on repurchase interest.

Item Description

http://repository.upi.edu/75523/1/S_MIK_1701882_Title.pdf
http://repository.upi.edu/75523/2/S_MIK_1701882_Chapter1.pdf
http://repository.upi.edu/75523/3/S_MIK_1701882_Chapter2.pdf
http://repository.upi.edu/75523/4/S_MIK_1701882_Chapter3.pdf
http://repository.upi.edu/75523/5/S_MIK_1701882_Chapter4.pdf
http://repository.upi.edu/75523/6/S_MIK_1701882_Chapter5.pdf
http://repository.upi.edu/75523/7/S_MIK_1701882_Appendix.pdf