STEVEN, STEVEN (2023) PENGARUH STORE ATMOSPHERE DAN KUALITAS LAYANAN TERHADAP PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA NAKOA CAFE OUTLET BONDOWOSO KOTA MALANG. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
The competition among coffee shops in Malang City grew rapidly, which made food and beverage entrepreneurs, especially in the coffee shop industry, compete to achieve
customer satisfaction so that customers would make repeat purchases. The main purpose of the conducted research was as a forum to examine the relationship between store atmosphere, service quality, and intention to buy back at Nakoa Cafe outlet located in Bondowoso Street, Malang, with a special focus on the impact of customer satisfaction as an intervening variable. Researchers used quantitative research in processing this study, and the data was collected through questionnaire-based surveys. The questionnaire was delivered through Google Forms as a survey tool. Nonprobability sampling with purposive sampling was the employed sampling technique. The research sample consisted of 150 respondents who were the customers of Nakoa Cafe outlet Bondowoso in Malang, who had visited the cafe at least twice or more.
PLS-SEM (Partial Least Squares-Structural Equation Modelling) was used to test the study hypothesis. In accordance with the findings, store environment and service
quality had a positive and significant influence on consumer satisfaction. Moreover, customer satisfaction played a significant mediating role between store atmosphere and
service quality in relation to repeat purchases. In conclusion, store atmosphere and service quality had a direct impact on customer satisfaction and contributed to the increased repeat purchases. The results of the research provided important contributions for Nakoa Group and similar coffee shop entrepreneurs to create a comfortable store atmosphere and maintain service quality in order to achieve customer satisfaction and influence repeat purchases.
Keywords: Store Atmosphere, Service Quality, Customer Satisfaction, Repurchase Intention
Item Type: | Thesis (Masters) |
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Additional Information: | TUGAS AKHIR |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
Depositing User: | Surya |
Date Deposited: | 25 Oct 2024 02:03 |
Last Modified: | 25 Oct 2024 02:03 |
URI: | http://repository.machung.ac.id/id/eprint/219 |
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