Faktor yang Mempengaruhi Customer Satisfaction dan Dampaknya terhadap Intention to Spread Positive WOM Keren Coffee

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Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26986
Keywords:
kualitas makanan, kualitas pelayanan, suasana, kepuasan pelanggan, WOM, food quality, service quality, atmosphere, customer satisfaction
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Steven Setiadi
Universitas Tarumanagara
Tommy Setiawan Ruslim
Universitas Tarumanagara

Abstract

Di era new normal ini membuat masyarakat harus melakukan kegiatan – kegiatan produktifnya secara jarak jauh atau WFH (Work From Home)dengan munculnya fenomena ini membuat masyarakat yang saat ini melakukan kegiatan produktif seperti di cafe untuk menikmati secangkir kopi dan makanan sambil melakukan kegiatan ataupun sekedar untuk bersantai. Dalam menjalankan usaha di bidang makanan & minuman tentunya kepuasan pelanggan merupakan faktor kesusksesan dalam menjalankan usaha ini. Dengan menciptakan kepuasan yang tinggi tentunya akan membuat pelanggan untuk menceritakan pengalaman positifnya kepada orang lain sehingga usaha yang dibangun akan lebih dikenal oleh masyarakat. Terdapat beberapa hal yang harus diperhatikan untuk meningkatkan kepuasan pelanggan yaitu kualitas makanan, kualitas pelayanan,suasana, kenyamanan dan persepsi harga. Teknik pengumpulan sampel pada penelitian ini adalah purposive sampling, yaitu teknik dengan menentukan sampel dengan menggunakan kriteria dan pertimbangan tertentu. Pada penelitian ini terdapat 100 responden pelanggan Keren Coffee di Jakarta. Metode dan analisis data yang digunakan dalam penelitian ini adalah structural equation modeling (SEM) yang diolah menggunakan software SmartPls. Hasil dari penelitian ini bahwa food quality,service quality, atmosphere, convenience dan price perception dapat mempengaruhi customer satisfaction secara positif dan signifikan. Selain itu customer satisfaction dapat juga memediasi pengaruh antara food quality terhadap WOM pada pelanggan Keren Coffee di Jakarta.
 

In this new normal  era, people have to carry out productive activities remotely or WFH (Work From Home) with the emergence of this phenomenon makes people who are currently carrying out productive activities such as in cafes  to enjoy a cup of coffee and food while doing activities or just to relax. In running a business in the food & beverage sector, of course, customer satisfaction is a success factor in running this business. By creating high satisfaction, of course, it will make customers to tell their positive experiences to others so that the business they build will be better known by the public. There are several things that must be considered to increase customer satisfaction, namely food quality, service quality, atmosphere, convenience and price perception. The sample collection technique in this study is purposive sampling, which is a technique by determining samples using certain criteria and considerations. In this study, there were 100 respondents to Keren Coffee  customers in Jakarta. The method and data analysis used in this study is structural equation modeling (SEM) which is processed using SmartPls software. The results of this study that  food quality, service quality, atmosphere, convenience  and  price perception can affect customer satisfaction positively and significantly. In addition, customer satisfaction can also mediate the influence of food quality  on WOM on Keren Coffee  customers in Jakarta.

Article Details

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Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Steven Setiadi, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Tommy Setiawan Ruslim, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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