Mufrino, - (2016) PENGARUH CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION : Survei Pada Konsumen Lisung The Dago Boutique Resto Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Berkembangnya sektor pariwisata di kota Bandung saat ini diikuti dengan semakin tumbuhnya bisnis kuliner khususnya restoran dan kafe. Hal ini mengakibatkan tingginya persaingan yang mengharuskan setiap restoran dan kafe untuk dapat mempertahankan konsumen dengan cara meningkatkan minat pembelian ulang. Hal itu dapat diwujudkan dengan memberikan nilai lebih dan pengalaman yang unik kepada konsumennya. Permasalahan pada penelitian ini adalah terjadinya penurunan jumlah konsumen yang dialami Lisung The Dago Boutique Resto setiap tahunnya. Tujuan dari penelitian ini adalah untuk mengetahui gambaran customer experience serta repurchase intention dan seberapa besar pengaruh customer experience terhadap repurchase intention konsumen Lisung The Dago Boutique Resto Bandung. Variabel yang diteliti terdiri dari dua variabel yaitu customer experience dan repurchase intention. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan sampel berjumlah 100 responden. Teknik pengambilan sampel dalam penelitian ini adalah purposive sampling. Teknik analisis yang digunakan adalah koefisien korelasi pearson dan analisis regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa gambaran customer experience dan repurchase intention di Lisung The Dago Boutique Resto berada pada kategori tinggi. Hasil perhitungan korelasi kedua variabel adalah 0,635 artinya terdapat hubungan yang kuat antara customer experience dengan repurchase intention. Nilai koefisien determinasi sebesar 40,4% artinya repurchase intention dipengaruhi customer experience sebesar 40,4% sedangkan sisanya 59,6% dipengaruhi oleh faktor-faktor lain yang tidak diteliti. Karena customer experience berpengaruh terhadap repurchase intention, maka saran untuk Lisung The Dago Boutique Resto adalah sebaiknya lebih mengoptimalkan customer experience untuk dapat meningkatkan repurchase intention. Kata kunci: customer experience, repurchase intention The development of tourism sector in Bandung today followed by the growth of the culinary business, especially restaurants and cafes. This causes the high competition requires restaurants and cafes to retain consumers by increasing repeat purchase intention. It can be realized by providing more value and a unique experience to the consumers. The problems in this study is the decline in the number of consumers that experienced by Lisung The Dago Boutique Resto each year. The purpose of this study is to describe the customer experience and repurchase intention and how much influence the customer experience on repurchase intention in Lisung The Dago Boutique Resto Bandung. The variables studied are based on two variables: the customer experience and repurchase intention. This study uses descriptive and verification method with a sample of 100 respondents. The sampling technique in this study is purposive sampling. The analysis technique used is the Pearson correlation coefficient and simple linear regression analysis. The result of this study indicate that the description of customer experience and repurchase intention in Lisung The Dago Boutique Resto at the high category. The result of the calculation of the correlation between the two variables is 0,635, means that there is a strong relationship between customer experience and repurchase intention. The coefficient of determination of 40,4% means that customer experience can influence repurchase intention by 40,4 % while the remaining 59.6% is influenced by factors not examined. Because the customer experience has an influence on repurchase intention, the suggestions for Lisung The Dago Boutique Resto is preferably further optimize the customer experience to increase repurchase intention. Keywords: customer experience, repurchase intention
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PEM MUF p-2016; Pembimbing : I. Mokh. Adib Sultan |
| Uncontrolled Keywords: | customer experience, repurchase intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mrs. Neni Sumarni |
| Date Deposited: | 20 Feb 2017 06:53 |
| Last Modified: | 20 Feb 2017 06:53 |
| URI: | http://repository.upi.edu/id/eprint/22996 |
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