Analisis pengaruh food quality, service quality, quality of physical environment, dan customer perceived value terhadap behavioral intention melalui customer satisfaction pada pelanggan Starbucks Ngagel Surabaya

Wongso, Felix William (2022) Analisis pengaruh food quality, service quality, quality of physical environment, dan customer perceived value terhadap behavioral intention melalui customer satisfaction pada pelanggan Starbucks Ngagel Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bisnis food & beverage merupakan bisnis yang menjanjikan, karena setiap orang membutuhkan makan dan minum, sehingga bisnis food & beverage merupakan bisnis yang terus berkembang dan tidak akan pernah ada habisnya. Salah satunya merupakan bisnis kedai kopi, dimana kedai kopi sangat beragam dari yang terkesan eksklusif hingga kedai kopi standar dengan kearifan lokal. Salah satu kedai kopi eksklusif yang banyak dikenali masyarakat terutama masyarakat Surabaya merupakan Starbucks Ngagel Surabaya, dengan standar internasionalnya yang masih bertahan hingga kini. Tujuan dari penelitian ini adalah untuk mengetahui respon konsumen ataupun hal – hal yang akan diperbuat oleh konsumen (behavioral intention) atas dasar kepuasann yang telah diterima konsumen (customer satisfaction). Dengan jenis penelitian yang digunakan pada penelitian ini adalah deskriptif kuantitatif, yakni penggambaran dan pemaparan yang menjelaskan mengenai penelitian ini berdasarkan kuisioner yang telah disebarkan kepada 100 responden baik pria maupun wanita dengan rentan umur 18 – 55 tahun, yang telah melakukan pembelian produk Starbucks Ngagel minimal 2 kali dalam 6 bulan terakhir. Penelitian ini bertujuan untuk menganalisa pengaruh akan variabel food quality, service quality, quality of physical environment, dan customer perceived value terhadap behavioral intention melalui customer satisfaction pada konsumen Starbucks Ngagel Surabaya. Dengan temuan penelitian yang menyimpulkan bahwa terhadap pengaruh signifikan pada varibel food quality, service quality, quality of physical environment terhadap customer satisfaction, dan juga terdapat pengaruh yang signifikan pada variabel customer satisfaction terhadap behavioral intention. = The food & beverage business is a promising business, because everyone needs to eat and drink, so the food & beverage business is a business that continues to grow and will never end. One of them is a coffee shop business, where coffee shops vary from those that seem exclusive to standard coffee shops with local wisdom. One of the exclusive coffee shops that is widely recognized by the public, especially the people of Surabaya, is Starbucks Ngagel Surabaya, with international standards that still survive today. The purpose of this study is to find out consumer responses or things that consumers will do (behavioral intention) on the basis of satisfaction that has been received by consumers (customer satisfaction). The type of research used in this study is descriptive quantitative, namely the description and explanation that explains this research based on questionnaires that have been distributed to 100 respondents, both male and female, aged 18-55 years, who have purchased at least 2 Starbucks Ngagel products. times in the last 6 months. This study aims to analyze the effect of the variables of food quality, service quality, quality of physical environment, and customer perceived value on behavioral intention through customer satisfaction at Starbucks Ngagel Surabaya consumers. With research findings that conclude that there is a significant effect on the variables of food quality, service quality, quality of physical environment on customer satisfaction, and there is also a significant influence on the variable customer satisfaction on behavioral intention.

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