Studi mengenai faktor-faktor yang memengaruhi kepuasan pelanggan coffee shop di Jakarta
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Abstract
Nowadays, business competition in the coffee shop sector is increasing. The coffee shop, which was originally made very simple, is now available as a luxurious coffee shop. Therefore, luxury-class coffee shop businesses compete in terms of service quality, affordable prices attractive building styles, and layouts for customers. All these things are done to increase the level of customer satisfaction. Given that the level of customer satisfaction can be triggered by several factors and the importance of the level of customer satisfaction for a business, especially the coffee shop business, this study will test how much influence service quality, store atmosphere, and price fairness have on customer satisfaction at a coffee shop in Jakarta. This study used the Partial Least Square-Structural Equation Model (PLS-SEM) method by distributing questionnaires to coffee shop customers in Jakarta to collect data. This study involved 178 respondents and only 166 data from respondents met the criteria to be used as data. In this study, it was found that service quality, store atmosphere, and price fairness had a positive and significant effect on customer satisfaction.
Sekarang ini persaingan bisnis dalam sektor kedai kopi kian meningkat. Kedai kopi yang pada awalnya dibuat sangat sederhana hingga kini tersedia kedai kopi yang mewah. Oleh karena itu, para pebisnis kedai kopi kelas mewah bersaing dalam hal kualitas pelayanan, harga yang terjangkau hingga gaya bangunan, dan tata ruang yang menarik bagi pelanggan. Semua hal ini dilakukan untuk meningkatkan tingkat kepuasan pelanggan. Mengingat bahwa tingkat kepuasan pelanggan dapat dipicu oleh beberapa faktor dan pentingnya tingkat kepuasan pelanggan bagi suatu bisnis khususnya bisnis kedai kopi, maka dalam penelitian ini akan diuji seberapa besar pengaruh service quality, store atmosphere, dan price fairness terhadap customer satisfaction pada coffee shop di Jakarta. Penelitian ini menggunakan metode Partial Least Square-Structural Equation Model (PLS-SEM) dengan membagi kuesioner kepada pelanggan coffee shop di Jakarta untuk mengumpulkan data. Penelitian ini melibatkan 178 responden dan hanya 166 data dari responden yang memenuhi kriteria untuk digunakan sebagai data. Dalam penelitian ini ditemukan bahwa service quality, store atmosphere, dan price fairness berpengaruh positif dan signifikan terhadap customer satisfaction.
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