Analisis pengaruh in-store music, in-store aroma, merchandise quality, service quality, price, pleasure dan store satisfaction terhadap store loyalty pada pelanggan starbucks di Surabaya

Ngantung, Natasha E. (2019) Analisis pengaruh in-store music, in-store aroma, merchandise quality, service quality, price, pleasure dan store satisfaction terhadap store loyalty pada pelanggan starbucks di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Di Indonesia, industri makanan dan minuman memiliki peranan penting dalam pertumbuhan ekonorni di Indonesia. Sektor tersebut menjadi satu dari sejumlah sektor yang dijadikan prioritas pemerintah dalam mendorong industri sebagai penggerak ekonomi nasional. Industri makanan dan minuman diproyeksi masih menjadi salah satu sektor andalan penopang pertumbuhan manufaktur dan ekonomi nasional. Sektor makanan dan minuman juga merupakan salah satu industri yang pertumbuhannya tinggi. Oleh karena itu hadirnya Starbucks sangat berpengaruh dalam perkembangan industri makanan dan minuman, khususnya di Surabaya. Penelitian ini dilakukan untuk menganalisa pengaruh In-Store Music, In-Store Aroma, Merchandise Quality, Service Quality, Price, Pleasure, dan Store Satisfaction terhadap Store Loyalty pada pelanggan Starbucks di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada pria dan wanita, berusia 18-65 tahun yang tinggal di kota Surabaya sejumlah 130 responden yang pernah membeli dan mengkonsumsi produk Starbucks secara langsung (Dine-In) 2 kali pembelian dalam kurun waktu 3 bulan terakhir, dan pernah membeli dan menggunakan merchandise Starbucks dalam kurun waktu 6 bulan terakhir. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS 22 sebagai software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa hubungan In-Store Music memiliki pengaruh terhadap Pleasure dengan koefisien regresi sebesar 0.135, In-Store Aroma memiliki pengaruh terhadap Pleasure dengan koefisien regresi sebesar 0.477, Merchandise Quality memiliki pengaruh terhadap Pleasure dengan koefisien regresi sebesar 0.182, Service Quality memiliki pengaruh terhadap Pleasure dengan koefisien regresi sebesar 0.247, Price memiliki pengaruh terhadap Pleasure dengan koefisien regresi sebesar 0.065, Pleasure memiliki pengaruh terhadap Store Satisfaction dengan koefisien regresi sebesar 0.494, Store Satisfaction memiliki pengaruh terhadap Store Loyalty dengan koefisien regresi sebesar 0.341 / In Indonesia, the food and beverage industry has an important role in economic growth in Indonesia. The sector is one of a number of sectors that are the government's priority in encouraging industry as a driver of the national economy. The food and beverage industry is projected to still be one of the mainstay sectors supporting the growth of manufacturing and the national economy. The food and beverage sector is also one of the industries with high growth. Therefore, the presence of Starbucks is very influential in the development of the food and beverage industry, especially in Surabaya. This research was conducted to analyze the influence of In-Store Music, In-Store Aroma, Merchandise Quality, Service Quality, Price, Pleasure, and Store Satisfaction on Store Loyalty for Starbucks customers in Surabaya. The sample used in this study was men and women, age 18-65 years old living in Surabaya and around 130 respondents who had bought and consumed Starbucks products for (Dine-In) 2 times straight in the last 3 months, and have bought and used Starbucks merchandise in the past 6 months. For processing and analyzing data in this study,is using SPSS 22 as a software for processing data. The empirical findings indicate that the In-Store Music relationship has an influence on Pleasure with a regression coefficient of 0.135, In-Store Aroma has an influence on Pleasure with a regression coefficient of 0.477, Merchandise Quality has an influence on Pleasure with a regression coefficient of 0.182, Service Quality has an influence against Pleasure with a regression coefficient of 0.247, Price has an influence on Pleasure with a regression coefficient of 0.065, Pleasure has an influence on Store Satisfaction with a regression coefficient of 0.494, Store Satisfaction has an influence on Store Loyalty with a regression coefficient of 0.341

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