Pengaruh kualitas makanan, citra merek, nilai persepsi, harga promosi pada kepuasan pelanggan dan dampaknya terhadap niat beli ulang dan kata dari mulut pada generasi z di Starbucks Indonesia

Setiady, Renaldy (2021) Pengaruh kualitas makanan, citra merek, nilai persepsi, harga promosi pada kepuasan pelanggan dan dampaknya terhadap niat beli ulang dan kata dari mulut pada generasi z di Starbucks Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan dikarenakan terdapat fenomena gap dalam top brand index Starbucks, yaitu Starbucks mendapatkan peringkat pertama dalam top brand index fase 2 2021, tetapi di dalam top brand gen z index 2021 Starbucks hanya di posisi keempat dan penurunan laba bersih Starbucks Indonesia secara signifikan pada tahun 2020. Penelitian ini memakai jenis penelitian deskriptif dan dipadukan dengan jenis data kuantitatif. Metode survei yang dipakai dalam penelitian ini. Pengumpulan data dilakukan menggunakan kuesioner online melalui google form dengan target populasinya adalah seluruh konsumen di Starbucks Indonesia. Sampel yang dipakai dalam penelitian ini berjumlah sebesar 400 responden dari generasi Z dan teknik pengumpulan datanya menggunakan purposive sampling. Metode analisis data untuk penelitian ini memakai Partial Least Square-Structural Equation Modeling dengan program SmartPLS digunakan sebagai pendekatan dalam menguji data yang terkumpul. Temuan penelitian ini menyatakan bahwa kualitas makanan, citra merek, nilai persepsi, dan harga promosi berpengaruh signifikan terhadap kepuasan pelanggan pada generasi Z di Starbucks Indonesia. Kemudian, kepuasan pelanggan berpengaruh signfikan terhadap niat beli ulang dan kata dari mulut pada generasi Z di Starbucks Indonesia. Penelitian ini sudah dilakukan dalam jangka waktu 3 bulan dari September hingga November 2021. / This research was conducted because there is a gap phenomenon in Starbucks top brand index, namely Starbucks is ranked first in the top brand index phase 2 2021, but in the top brand generation Z index 2021 Starbucks is only in fourth position and a significant decline in net profit of Starbucks Indonesia in 2020. This research uses descriptive research and is combined with quantitative data types. The survey method used in this study. Data collection was carried out using an online questionnaire via google form with the target population being all consumers at Starbucks Indonesia. The sample used in this study amounted to 400 respondents from generation Z and the data collection technique used purposive sampling. The data analysis method for this study used Partial Least Square-Structural Equation Modeling with the SmartPLS program used as an approach in testing the collected data. The research findings state that food quality, brand image, perceived value, and price promotion have a significant effect on customer satisfaction in generation Z at Starbucks Indonesia. Then, customer satisfaction has a significant effect on repurchase intentions and word of mouth on generation Z at Starbucks Indonesia. This research has been carried out for a period of 3 months from September to November 2021.

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