PENGARUH IN-STORE CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: Survei Pada Pelanggan Coffee Shop A Place In Between

Muhammad Fadhel, - (2024) PENGARUH IN-STORE CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION: Survei Pada Pelanggan Coffee Shop A Place In Between. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Industri kopi mengalami peningkatan yang signifikan dalam beberapa dekade terakhir. Kenaikan konsumsi kopi dalam negeri berkontribusi pada tumbuhnya kafe dan kedai kopi lain yang menyasar anak-anak muda. Berbagai strategi diterapkan oleh pemilik kedai kopi salah satunya adalah dengan mengusung konsep kedai kopi dalam gang yang dilakukan oleh A Place In Between. Kedai kopi ini memiliki desain toko industrial, memberikan kualitas pelayanan yang baik, dan meghadirkan pengalaman yang unik dan berbeda, namun terdapat permasalahan dalam loyalitas konsumennya. Penelitian ini bertujuan untuk memperoleh gambaran loyalitas konsumen yang dipengaruhi oleh pengalaman konsumen dalam toko melalui kepuasan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Sampel yang digunakan berjumlah 250 responden. Teknik sampling menggunakan purposive sampling dengan kriteria pernah mengunjungi dan melakukan pembelian pada kedai kopi A Place In Between. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa pengalaman konsumen di dalam toko, kepuasan konsumen, dan loyalitas konsumen berada pada kategori yang tinggi. Selain itu, terdapat pengaruh positif antara pengalaman konsumen di dalam toko terhadap kepuasan konsumen, pengalaman konsumen di dalam toko terhadap loyalitas konsumen, dan kepuasan konsumen terhadap loyalitas konsumen. Juga ditemukan pengaruh tidak langsung dari pengalaman konsumen di dalam toko terhadap loyalitas konsumen yang dimediasi oleh kepuasan konsumen. Oleh karena itu, A Place In Between diharapkan untuk terus meningkatkan pengalaman pelanggan di dalam toko guna mendorong loyalitas konsumen melalui peningkatan kepuasan mereka, serta dengan mengeksplorasi indikator-indikator lain yang relevan. The coffee industry has experienced a significant increase in the last few decades. The increase in domestic coffee consumption has contributed to the growth of cafes and other coffee shops targeting young people. Various strategies are implemented by coffee shop owners, one of which is to carry the concept of coffee shops in the alley carried out by A Place In Between. This coffee shop has an industrial shop design, provides good service quality, and presents a unique and different experience, but there are problems in customer loyalty. This study aims to obtain a picture of consumer loyalty which is influenced by consumer experience in the store through consumer satisfaction. This research uses a quantitative approach with descriptive methods. The sample used amounted to 250 respondents. The sampling technique uses purposive sampling with the criteria of having visited and made purchases at A Place In Between coffee shop. The data analysis technique used Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that in-store consumer experience, customer satisfaction, and customer loyalty were in the high category. In addition, there is a positive influence between in-store customer experience on customer satisfaction, in-store customer experience on customer loyalty, and customer satisfaction on customer loyalty. There is also an indirect effect of in-store customer experience on customer loyalty mediated by customer satisfaction. Therefore, A Place In Between is expected to continue improving the in-store customer experience to drive customer loyalty through increasing their satisfaction, as well as by exploring other relevant indicators.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Muhammad+Fadhel# ID SINTA Dosen Pembimbing: Eka Surachman: 5979141 ID SINTA Dosen Pembimbing: Arief Budiman: 5992927
Uncontrolled Keywords:	In-Store Customer Experience, Customer Loyalty, Customer Satisfaction, Coffee Shop
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Muhammad Fadhel
Date Deposited:	04 Oct 2024 08:24
Last Modified:	04 Oct 2024 08:24
URI:	http://repository.upi.edu/id/eprint/126487

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