Pengaruh lingkungan fisik terhadap loyalitas konsumen melalui persepsi kualitas di Kollabora Surabaya
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Abstract
Nowadays, people like to visit aesthetic cafes. Cafes with an attractive physical environment can give a special impression that can make consumers want to come back, so it can be interpreted that a good physical environment plays a big role in fostering a sense of loyalty. This study aims to examine the effect of the physical environment on consumer loyalty through perceived quality at Kollabora Surabaya cafe by distributing surveys to 117 Kollabora consumers who were then analyzed using the PLS system. The results showed that the physical environment has a positive and significant effect on perceived quality and consumer loyalty, perceived quality has a positive and significant effect on consumer loyalty, and perceived quality mediates the relationship between the physical environment and consumer loyalty at Kollabora Surabaya.
Zaman ini masyarakat suka mengunjungi kafe yang estetik. Kafe dengan lingkungan fisik yang menarik dapat memberi kesan tersendiri yang dapat membuat konsumen ingin datang kembali, sehingga dapat diartikan bahwa lingkungan fisik yang baik berperan besar dalam menumbuhkan rasa loyalitas. Penelitian ini bertujuan untuk meneliti pengaruh lingkungan fisik terhadap loyalitas konsumen melalui persepsi kualitas di kafe Kollabora Surabaya dengan membagikan survei kepada 117 konsumen Kollabora yang kemudian dianalisis menggunakan sistem PLS. Hasil penelitian menunjukkan bahwa lingkungan fisik berpengaruh positif dan signifikan terhadap persepsi kualitas dan loyalitas konsumen, persepsi kualitas berpengaruh positif dan signifikan terhadap loyalitas konsumen, dan persepsi kualitas memediasi hubungan antara lingkungan fisik dan loyalitas konsumen di Kollabora Surabaya.
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