Pengaruh e-service quality dan food quality terhadap kepuasan generasi Z pada pembelian kopi brand lokal di Jabodetabek

Febriani, Jessie (2021) Pengaruh e-service quality dan food quality terhadap kepuasan generasi Z pada pembelian kopi brand lokal di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kualitas layanan elektronik dan kualitas makanan merupakan faktor yang penting untuk dimiliki oleh setiap usaha kedai kopi untuk mencapai kepuasan pelanggan, terutama dalam berjualan online. Dengan adanya pandemi COVID-19, mengubah pola pembelian konsumen yang awalnya dapat membeli secara langsung menjadi menggunakan online food delivery service untuk memesan makanan atau minuman yang diinginkan. Tujuan dari penelitian ini adalah untuk menganalisis apakah kualitas layanan elektronik dan kualitas makanan berpengaruh terhadap kepuasan Generasi Z dalam melakukan pembelian kopi brand lokal secara online pada saat pandemi COVID-19. Penelitian ini menggunakan metode survei. Pengumpulan data dilakukan menggunakan instrumen kuesioner online. Target populasi yang diteliti adalah pelanggan Generasi Z yang berdomisili di Jabodetabek dengan rentang usia 18-25 tahun, pendataan dilakukan pada bulan Oktober 2020 pada masa pandemi COVID-19 berlangsung. Teknik pengumpulan data menggunakan teknik convenience sampling. Analisis dari data yang dikumpulkan diuji menggunakan program IBM Statistical Package for the Social Sciences (SPSS) versi ke 24. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dari kualitas layanan elektronik terhadap kepuasan Generasi Z dan terdapat pengaruh yang signifikan dari kualitas makanan terhadap kepuasan Generasi Z/ E-service quality and food quality are important factors for any coffee shop business to achieve customer satisfaction, especially in selling online. With the COVID-19 pandemic, changing the purchasing patterns of consumers who can initially order directly to use an online food delivery service to order the desired food or drink. The purpose of this study was to analyze whether the quality of electronic services and food quality affected Generation Z satisfaction in purchasing local brand coffee online during the COVID-19 pandemic. This research uses a survey method. The data collected using an online questionnaire instrument. The target population studied is Generation Z customers who live in Jabodetabek with an age range of 18-25 years, data collection conducted in October 2020 during the COVID-19 pandemic. Data collection technique using convenience sampling technique. The analysis of the data collected tested using the 24th version of the IBM Statistical Package for the Social Sciences (SPSS) program. The results of this study indicate that there is a positive effect of electronic service quality on Generation Z satisfaction and there is a significant effect of food quality on Generation Z satisfaction.

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