Danilo, Steven (2020) Analisis pengaruh atmospherics, food quality, service quality, other customer, brand image, customer satisfaction, terhadap brand preference melalui brand trust pada pelanggan restaurant seafood Layar di Surabaya. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pertumbuhan industri kuliner saat ini sangat meningkat. Dan tentu saja dengan meningkatnya industri, persaingan Bisnis Kuliner pun meningkat juga. Sehingga perusahaan harus meningkatkan kualitas dan juga memberikan sikap dan layanan yang baik bagi para konsumen. Tujuan penelitian ini adalah untuk mengetahui pengaruh dari atmospherics, food quality, service quality, other customer, brand image, customer satisfaction, terhadap brand preference melalui brand trust pada pelanggan Restaurant Seafood Layar di Surabaya. Penelitian ini merupakan penelitian kausal. Dengan menggunakan metode kuantitatif dengan bantuan program statistic AMOS. Pengumpulan data dilakukan dengan penyebaran kuisioner dengan teknik snowball sampling kepada 145 responden dengan karakteristik responden pria dan wanita berumur 18-60tahun berdomisili di Surabaya. Hasil penelitian ini membuktikan bahwa atmospherics, food quality,service quality, other customer berpengaruh positif signifikan terhadap brand image dan customer satisfaction pelanggan Restaurant Seafood Layar di Surabaya. Hasil penelitian juga membuktikan bahwa brand image berpengaruh positif terhadap customer satisfaction pelanggan. Penelitian ini juga membuktikan bahwa brand image dan customer satisfaction berpengaruh positif signifikan terhadap brand trust dan brand trust berpengaruh positif signifikan terhadap brand preference pelanggan Restaurant Seafood Layar di Surabaya
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | atmospherics; food quality; servie quality; other customer; brand image; customer satisfaction; brand trust; brand preference; Surabaya | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Users 4783 not found. | ||||||||||||
Date Deposited: | 28 Oct 2020 03:29 | ||||||||||||
Last Modified: | 28 Oct 2020 03:29 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/11377 |
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