Analisis pengaruh atmosphere, experience marketing dan food quality terhadap kepuasan konsumen dan minat pembelian ulang pada konsumen rasa bunda

Ottoman, Derian (2023) Analisis pengaruh atmosphere, experience marketing dan food quality terhadap kepuasan konsumen dan minat pembelian ulang pada konsumen rasa bunda. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan di Rasa Bunda. Tujuan penelitian ini adalah Untuk mengetahui dan menganalisis Atmosphere, Experience Marketing dan Food Quality berpengaruh signifikan terhadap Kepuasan Konsumen dan Minat Pembelian Ulang pada Rasa Bunda.Teori yang digunakan dalam penelitian ini adalah Atmosphere, Experience Marketing dan Food Quality, Kepuasan Konsumen dan Minat Pembelian Ulang yalty.Metode penelitian yang digunakan pada penelitian ini adalah metode kuantitatif. Populasi dari penelitian ini adalah Konsumen Rasa Bunda. Jumlah sampel sebanyak 190 responden dengan teknik pengambilan sampel adalah snowball sampling sebagai teknik pengumpulan sampel. Teknik analisa data mengunakan analisi regresi linear berganda. Hasil penelitian menunjukkan bahwa atmosphere berpengaruh terhadap kepuasan konsumen pada Rasa Bunda, experience marketing berpengaruh signifikan dan positif terhadap kepuasan konsumen pada Rasa Bunda, food quality berpengaruh signifikan terhadap kepuasan konsumen pada Rasa Bunda, kepuasan konsumen tidak memiliki pengaruh terhadap minat beli ulang pada Rasa Bunda. atmosphere tidak memiliki pengaruh terhadap minat beli ulang pada Rasa Bunda, experience marketing tidak memiliki pengaruh signifikan terhadap minat beli ulang pada Rasa Bunda dan food quality memiliki pengaruh signifikan terhadap minat beli ulang pada Rasa Bunda. / This research was conducted in Rasa Bunda. The purpose of this study was to determine and analyze the Atmosphere, Experience Marketing and Food Quality have a significant effect on Customer Satisfaction and purchase interest in the taste of the mother.The theory used in this study is the atmosphere, experience marketing and food quality, customer satisfaction and interest in re-purchase.The research method used in this study is a quantitative method. The population of this study is a customer of Rasa Bunda. The number of samples as many as 190 respondents with the sampling technique is snowball sampling as a sample collection technique. Data analysis techniques using multiple linear regression analysis. The results showed that the atmosphere has an effect on customer satisfaction, experience marketing has a significant and positive effect on customer satisfaction, food quality has a significant effect on customer satisfaction, customer satisfactiondoes not have an effect on repurchase interest. atmosphere has no influence on re-purchase interest, experience marketing has no significant influence on re-purchase interest and food quality has a significant influence on re-purchase interest.

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