Analisis pengaruh atmospherics, food quality, service quality, dan other customer terhadap brand image, customer satisfaction dan brand trust yang pada akhirnya membentuk brand preference pada pelanggan restoran Bros Polonia Cafe Medan

Lubis, Hana Salsabila (2023) Analisis pengaruh atmospherics, food quality, service quality, dan other customer terhadap brand image, customer satisfaction dan brand trust yang pada akhirnya membentuk brand preference pada pelanggan restoran Bros Polonia Cafe Medan. Masters thesis, Universitas Pelita Harapan.

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Abstract

The growth of the Indonesian food and beverage industry after the pandemic shows quite encouraging figures. From the previous information, the real income value, it can be seen that the figure continues to increase every year. However, each jump in figures from one year to the next shows a slowing growth rate in 2020, namely 1.58%. Compared to the previous year, growth reached 7.78%. This research uses quantitative methods to determine causality and data processing using Structural Moment Analysis (AMOS) 24.0. In short, this research aims to provide valuable insight into the factors that cause the Analysis of the Influence of Atmospherics, Food Quality, Service Quality, and Other Customers on Brand Image, Customer Satisfaction and Brand Trust which ultimately form Brand Preference at Bros Polonia Cafe Medan. Data collection was carried out by distributing online questionnaires to 155 respondents with the characteristics of male and female respondents aged 18-60 years. The research results show that the Atmospherics variable has a significant effect on Brand Image with a regression coefficient of 0.245; the Atmospherics variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.173; the Food Quality variable has a significant effect on Brand Image with a regression coefficient of 0.237; the Food Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.165; the Service Quality variable has a significant effect on Brand Image with a regression coefficient of 0.232; the Service Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.166; the Other Customer variable has a significant effect on Brand Image with a regression coefficient of 0.231; the Other Customer variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.173; the Brand Image variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.238; the Brand Image variable has a significant effect on Brand Trust with a regression coefficient of 0.412; the Customer Satisfaction variable has a significant effect on Brand Trust with a regression coefficient of 0.425; The Brand Trust variable has a significant effect on Brand Preference with a regression coefficient of 0.774./ Pertumbuhan industri makanan dan minuman Indonesia pasca pandemi menunjukkan angka yang cukup menggembirakan. Dari informasi sebelumnya, nilai pendapatan riil, terlihat bahwa angkanya terus meningkat setiap tahunnya. Namun, setiap lonjakan angka dari satu tahun ke tahun berikutnya menunjukkan laju pertumbuhan yang melambat di tahun 2020, yakni sebesar 1,58%. Dibandingkan dengan tahun sebelumnya, pertumbuhannya mencapai 7,78%. Penelitian ini menggunakan metode kuantitatif untuk menentukan kausalitas dan pengolahan data menggunakan Analisis Moment Struktural (AMOS) 24.0. Singkatnya, penelitian ini bertujuan untuk memberikan wawasan berharga mengenai faktor-faktor yang menyebabkan Analisis Pengaruh Atmospherics, Food Quality, Service Quality, Dan Other Customer terhadap Brand Image, Customer Satisfaction dan Brand Trust yang pada akhirnya membentuk Brand Preference di Bros Polonia Cafe Medan. Pengumpulan data dilakukan dengan penyebaran kuesioner online kepada 155 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun. Hasil penelitian menunjukkan bahwa variabel Atmospherics berpengaruh signifikan terhadap Brand Image dengan koefisien regresi sebesar 0,245; variabel Atmospherics berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,173; variabel Food Quality berpengaruh signifikan terhadap Brand Image dengan koefisien regresi sebesar 0,237; variabel Food Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,165; variabel Service Quality berpengaruh signifikan terhadap Brand Image dengan koefisien regresi sebesar 0,232; variabel Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,166; variabel Other Customer berpengaruh signifikan terhadap Brand Image dengan koefisien regresi sebesar 0,231; variabel Other Customer berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,173; variable Brand Image berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,238; variabel Brand Image berpengaruh signifikan terhadap Brand Trust dengan koefisien regresi sebesar 0,412; variable Customer Satisfaction berpengaruh signifikan terhadap Brand Trust dengan koefisien regresi sebesar 0,425; variabel Brand Trust berpengaruh signifikan terhadap Brand Preference dengan koefisien regresi sebesar 0,774.

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