Anteseden kepuasan pelanggan dan dampaknya terhadap minat beli ulang Chicago Popcorn

Gabriel, Revel (2022) Anteseden kepuasan pelanggan dan dampaknya terhadap minat beli ulang Chicago Popcorn. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi kepuasan pelanggan seperti: kualitas makanan, kewajaran harga, dan promosi penjualan dan dampaknya terhadap minat beli ulang Chicago Popcorn. Penelitian ini merupakan penelitian empiris yang dilakukan dengan mendapatkan data dari konsumen Chicago Popcorn. Target utama populasinya adalah seluruh Generasi Milenial yang merupakan konsumen dari Chicago Popcorn di Indonesia. Metode kuantitatif digunakan pada penelitian ini dan purposive sampling digunakan untuk menggumpulkan data yang diperlukan.Jumlah reponden yang didapatkan sebanyak 263 responden untuk dijadikan sampel penelitian. Selanjutanya dari data yang diperoleh diolah dan dianalisis dengan menggunakan Partial Least SquareStructural Equation Modeling. Hasil yang didapatkan menunjukan dari 4 hipotesis yang diajukan semuanya didukung. Dimana kualitas makanan, kewajaran harga, dan promosi penjualan memiliki pengaruh yang positif terhadap kepuasan pelanggan, dan kepuasan pelanggan berpengaruh positif terhadap minat beli ulang. / This study aims to determine the factors that influence customer satisfaction such as: food quality, price fairness, and sales promotion and their impact on repurchasing intention of Chicago Popcorn. This research is an empirical research conducted by obtaining data from Chicago Popcorn’s consumers. The main target population is the entire Millennial Generation who are consumers of Chicago Popcorn in Indonesia. Quantitative methods were used in this study and purposive sampling was used to collect the necessary data. The number of respondents obtained was 263 respondents to be used asresearch samples. Furthermore, the data obtained was processed and analyzed using Partial Least Square-Structural Equation Modeling. The results obtained show that all of the 4 hypotheses proposed are supported. Where food quality, price fairness, and sales promotion have a positive influence on customer satisfaction, and customer satisfaction has a positive effect on repurchase intention.

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