Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, dan cost terhadap customer loyalty melalui customer satisfaction pada pelanggan Kedai Twenties di Manado

Salu, Clarisa Cleiry (2023) Analisis pengaruh service quality, social enjoyment, cleanness, aesthetics, dan cost terhadap customer loyalty melalui customer satisfaction pada pelanggan Kedai Twenties di Manado. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Cover) Cover.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (39kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (256kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (562kB) | Preview
Preview	Text (Chapter 1) Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB) | Preview
	Text (Chapter 2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter 4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)
	Text (Chapter 5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (427kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Download (3MB)

Abstract

Wabah COVID-19 yang muncul pada tahun 2020 telah menyebabkan perubahan signifikan dalam banyak aspek kegiatan manufaktur, mulai dari tren hingga strategi perusahaan, bahkan perilaku konsumen. Di Indonesia, dampaknya terasa kuat di berbagai industri yang me ngalami goncangan besar, bahkan beberapa tidak mampu bertahan. Namun, di tengah semua itu, ada beberapa sektor industri yang berhasil bertahan meskipun terpaksa melakukan pemangkasan biaya, termasuk biaya produksi dan gaji karyawan. Salah satu contohnya ad alah industri makanan dan minuman, khususnya kedai kopi, yang terus bertahan di masa pandemi. Kopi, m inuman yang sangat populer, berasal dari biji kopi yang dipanggang dan dihasilkan dari tanaman coffea. Salah satu kedaiyangmunculdi pertengahan tahun 2021 dengan konsep kafe yang menawarkan berbagaijeniskopi, camilan,makanan,danminuman non-kopi adalahKedaiTwenties, yang telah menjadi pilihan favorit bagi berbagai kalangan diManado. Penelitian ini memiliki tujuan untuk memahami dampak Service Quality, Social Enjoyment, Cleanness, Aesthetics, dan Cost terhadap Customer Loyalty melalui Customer Satisfaction. Metode penelitian yang digunakan adalah pendekatan kausalitas. Dalam melakukan penelitian ini, pendekatan kuantitatif dipilih, dengan merujuk pada referensi yang dapat melakukan analisis simultan yang terkait dengan model penelitian multivariabel, yaitu Structural Equation Model (SEM) menggunakan perangkat lunak AMOS. Data untuk penelitian ini dikumpulkan melalui penyebaran kuesioner kepada 105 responden. Karakteristik responden termasuk baik pria maupun wanita, berusia antara 18 hingga 60 tahun, tinggal di Kota Manado, dan telah mengunjungi Kedai Twenties minimal 2-3 kali dalam 6 bulan terakhir. Hasil penelitian ini menunjukkan bahwa variabel Service Quality tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.670; variabel Social Enjoyment berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.271; variabel Cleanness tidak berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.020; variabel Aesthetics berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.404; variabel Cost berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.539; variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.808 / The COVID-19 outbreak that emerged in 2020 has caused significant changes in many aspects of manufacturing activities,from trendsto company strategies, even consumer behavior.In Indonesia, the impactwas feltstrongly in various industriesthat experienced majorshocks,some of which were even unable to survive. However, amidst allthis, there are several industrial sectorsthat havemanagedto survive despite beingforced to cutcosts, including production costs andemployee salaries. One example is the food and beverage industry, especially coffee shops, which continues to survive during the pandemic. Coffee, a very populardrink, comesfrom roasted coffee beansand is produced from thecoffea plant. One of the shops that appeared in m id-2021 with a cafe concept that offers varioustypes of coffee, snacks, food and non-coffee drinks is Kedai Twenties, which has become a favorite choice for various groups in Manado. This research aimsto understand theimpactofService Quality, SocialEnjoyment,Cleanness, Aesthetics, andCoston CustomerLoyalty through Customer Satisfaction.The researchmethodused is a causality approach.In conducting this research, a quantitative approach was chosen, referring to references that can carry out simultaneous analysis related to multivariable research models, namely the Structural Equation Model (SEM) using AMOS software. Data for this research was collected by distributing questionnaires to 105 respondents. Respondent characteristics included both men and women, aged between 18 and 60 years, lived in Manado City, and had visited Kedai Twenties at least 2-3 times in the last 6 months. The results of thisresearch indicatethat the Service Quality variable has no signif icant effect on Customer Satisfaction with a regression coefficient of 0.670; the Social Enjoyment variable has a signif icant effect on Customer Satisfaction with a regression coefficient of 0.271; the Cleanness variable has no signif icant effect on Customer Satisfaction with a regression coefficient of 0.020; the Aestheticsvariable hasa significant effectonCustomer Satisfaction with a regression coefficient of 0.404; the Cost variable has a significant effect on Customer Satisfaction with a regression coefficientof 0.539; TheCustomer Satisfaction variable hasa signif icant effectonCustomerLoyalty with a regression coefficient of 0.808.

Actions (login required)

View Item