Pengaruh dari dimensi servicescape terhadap willingness to share positive eWOM yang dimediasi oleh customer emotion serta customer satisfaction pada kafe xyz di Jakarta

Djaja, Benedict Alwin Surya (2020) Pengaruh dari dimensi servicescape terhadap willingness to share positive eWOM yang dimediasi oleh customer emotion serta customer satisfaction pada kafe xyz di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dimensi dari Servicescape berpengaruh positif terhadap Positive eWOM yang dimediasi oleh Customer Emotion serta Customer Satisfaction. Penelitian ini ditujukan kepada konsumen yang pernah datang dan membeli produk Kafe XYZ yang terletak di Jakarta dengan total responden yang diperoleh sebanyak 153 responden. Analisa penelitian ini menggunakan PLS-SEM melalui aplikasi Smart-PLS 3.2.7. Hasil penelitian ini menunjukan ketiga variabel dimensi dari Servicescape terbukti berpengaruh positif terhadap Willingness to Share Positive eWOM. Namun pengaruh melalui Customer Satisfaction ditemukan lebih kuat dibandingkan pengaruh langsung dari Customer Emotion terhadap Willingness to Share Positive eWOM. Oleh karena itu variabel Customer Satisfaction adalah sangat penting untuk diperhatikan. / This research is intended to test the dimensions of Servicescape have a positive impact towards Positive eWOM mediated by Customer Emotion and Customer Satisfaction. This research is aimed for consumers who have come and bought the product of Cafe XYZ provided in Jakarta with a total of 153 respondents. This analysis uses PLS-SEM through an application called Smart-PLS 3.2.7. The result of this study indicates that the three dimensional variables of Servicescape are proven to have positive effect on Willingness to Share Positive eWOM. However, the influence through Customer Satisfaction was found to be stronger than the direct effect of Customer Emotion on Willingness to Share Positive eWOM. Therefore, the Customer Satisfaction variable is very important to note

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