Roger, Roger (2024) The influence of social media marketing, service quality, and customer’s experience on customers repurchase intention at ming kopi roastery & coffeeshop Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Ming Kopi Roastery & Coffeeshop in Medan, offering coffee, snacks, and
meals, faces challenges related to social media marketing, service quality, and
customer experience that may impact customer repurchase intentions.
Social Media Marketing, Service Quality, and Customer Experience are all
essential factors that influence customer repurchase intention.
This research examines how social media marketing, service quality, and
customer experience influence customer repurchase intentions. The café’s social
media marketing is inconsistent, with infrequent posts and low engagement. Service
quality is affected by delays during peak hours, while customer experience is
influenced by limited seating and an inconsistent ambiance. Lemeshow formula is
used to gather 97 sample for the survey data, analyzed with SPSS 25.0, the study
employs descriptive and causal analysis to identify key factors driving repeat visits.
All measures are valid, with r counts above 0.361, and reliable, with Cronbach
Alpha values exceeding 0.60.
According to the hypothesis test, Social Media Marketing, Service Quality,
and Customer Experience influence Customer Repurchase Intention at Ming Kopi
Roastery & Coffeeshop Medan. This research also passed all of the validity,
reliability, normalcy, heteroscedasticity, and multiple linear regression tests.
The recommendation for Ming Kopi Roastery & Coffeeshop Medan need
to improve their social media marketing by posting more frequently to their
Instagram feed and be more interactive with their audience, add more and train their
employee team to improve their service quality and customer experience./ Ming Kopi Roastery & Coffeeshop di Medan, yang menyediakan kopi,
makanan ringan, dan makanan, menghadapi tantangan terkait pemasaran media
sosial, kualitas layanan, dan pengalaman pelanggan yang dapat memengaruhi niat
pembelian ulang pelanggan.
Pemasaran Media Sosial, Kualitas Layanan, dan Pengalaman Pelanggan
merupakan faktor penting yang memengaruhi niat pembelian ulang pelanggan.
Penelitian ini meneliti bagaimana pemasaran media sosial, kualitas
layanan, dan pengalaman pelanggan memengaruhi niat pembelian ulang
pelanggan. Pemasaran media sosial kafe tidak konsisten, dengan posting yang
jarang dan keterlibatan yang rendah. Kualitas layanan dipengaruhi oleh
penundaan selama jam sibuk, sementara pengalaman pelanggan dipengaruhi oleh
tempat duduk yang terbatas dan suasana yang tidak konsisten. Formula Lemeshow
digunakan untuk mengumpulkan 97 sampel untuk data survei, dianalisis dengan
SPSS 25.0, penelitian ini menggunakan analisis deskriptif dan kausal untuk
mengidentifikasi faktor-faktor utama yang mendorong kunjungan berulang. Semua
ukuran valid, dengan jumlah r di atas 0,361, dan andal, dengan nilai Cronbach
Alpha melebihi 0,60.
Berdasarkan uji hipotesis, Social Media Marketing, Service Quality, dan
Customer Experience berpengaruh terhadap Customer Repurchase Intention di
Ming Kopi Roastery & Coffeeshop Medan. Penelitian ini juga lolos dari semua uji
validitas, reliabilitas, normalitas, heteroskedastisitas, dan regresi linier berganda.
Rekomendasi yang diberikan kepada Ming Kopi Roastery & Coffeeshop
Medan adalah perlunya meningkatkan pemasaran media sosial dengan lebih
sering memposting di feed Instagram dan lebih interaktif dengan audiens,
menambah jumlah karyawan dan melatih tim karyawan untuk meningkatkan kualitas layanan dan pengalaman pelanggan.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Roger, Roger NIM03013210038 rogersmart4@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Khong, Rifin UNSPECIFIED rifin.khong@lecturer.uph.edu |
Uncontrolled Keywords: | Social media marketing; service quality; customer experience; customer repurchase intention |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
Depositing User: | Roger Roger |
Date Deposited: | 25 Apr 2025 01:35 |
Last Modified: | 25 Apr 2025 01:35 |
URI: | http://repository.uph.edu/id/eprint/68153 |