Pengaruh Brand Experience dan Kualitas Layanan Terhadap Loyalitas Konsumen Dimediasi Kepuasan Konsumen (Studi Pada Starbucks Coffee Malang)

Devia, Aldeline Nolita (2018) Pengaruh Brand Experience dan Kualitas Layanan Terhadap Loyalitas Konsumen Dimediasi Kepuasan Konsumen (Studi Pada Starbucks Coffee Malang). Magister thesis, Universitas Brawijaya.

Abstract

Keunggulan yang dapat digali menghadapi persaingan sebuah perusahaan bisa mengambil brand experience yang mencerminkan adanya diferensiasi terhadap berbagai aspek termasuk kepuasan dan loyalitas. Selain itu kualitas layanan yang diberikan juga masih menjadi isu yang kuat dalam meningkatkan kepuasan dan loyalitas konsumen. Penelitian ini bertujuan untuk mengetahui dan menganalisis secara mendalam pengaruh brand experience dan kualitas layanan terhadap loyalitas konsumen dimediasi kepuasan konsumen pada Starbucks Coffee Malang. Penelitian ini menggunakan jenis explanatory riset yaitu menjelaskan hubungan kausal antara variabel yang diteliti. Data primer dikumpulkan menggunakan kuesioner dan didukung dokumentasi. Analisis data penelitian menggunakan uji instrumen, uji asumsi klasik, regresi liner berganda, dan analisis jalur / Path Analysis. Hasil uji instrumen membuktikan telah memenuhi kriteria validitas dan reliabilitas, hasil uji asumsi klasik juga telah memenuhi kriteri dari asumsi normalitas, autokorelasi, Non-Multikolinieritas dan Heterokedastisitas. Pada penelitian ini didapatkan ; a). Brand experience terhadap kepuasan konsumen dengan nilai 0,309 atau sebesar 30,9%, b). Kualitas layanan terhadap kepuasan konsumen dengan nilai 0,387 atau sebesar 38,7%., c). Brand experience terhadap loyalitas konsumen dengan nilai 0,216 atau sebesar 21,6%., d). Kualitas layanan terhadap loyalitas konsumen dengan nilai 0,305 atau sebesar 30,5%., e). Pengaruh brand experience dan kualitas layanan kepuasan konsumen dengan nilai 0,581 atau sebesar 58,1%., f). Pengaruh brand experience dan kualitas layanan terhadap loyalitas konsumen dengan nilai 0,657 atau sebesar 65,7%., g). Pengaruh brand experience dan kualitas layanan terhadap loyalitas konsumen dimediasi kepuasan konsumen dengan nilai 0,438 atau sebesar 43,8%. Berdasarkan hasil penelitian ini, maka untuk meningkatkan komitmen konsumen perlu memberikan kepuasan kepada konsumen yang lebih baik dengan layanan prima atau “excellence service” yaitu sikap dan cara melayani dengan memuaskan dari kondisi sekarang dengan tetap menjaga brand experience

English Abstract

Excellence of which can dug to face emulation a company can take experience brand expressing the existence of diferensiasi to various aspect of[is including and satisfaction of loyalitas. Besides quality of given service also still become strong issue in improving and satisfaction of loyalitas consumer. This research aim to to know and analyse exhaustively influence of experience brand and service quality to consumer loyalitas of dimediasi satisfaction of consumer [at] Unlucky Starbucks Coffee. This research use type of explanatory research into that is explaining [relation/link] of kausal [among/between] accurate variable. Primary data collected to use kuesioner and supported [by] documentation. Data research analysis use instrument test, classic assumption test, doubled liner regresi, and analysis of Smartpls. Result of instrument test prove have fulfilled validity criterion and of reliabilitas, result of classic assumption test have also fulfilled kriteri of assumption of normalitas, autokorelasi, Non- Multikolinieritas and of Heterokedastisitas. This research is got ; a. Negative influence of experience brand to satisfaction of its meaning consumer if downhill experience brand hence will happened degradation to satisfaction of consumer. b). There are influence of quality of service to satisfaction of consumer so that the quality of good service will give impact satisfaction of consumer which high enough c). There are influence of experience brand to consumer loyalitas, thereby if experience brand remain to be taken care by hence will affect at consumer loyalitas which enough d). There are influence of quality of service to consumer loyalitas if quality of given service can be improved, hence giving big contribution in improving consumer loyalitas. e). There are influence of experience brand and service quality satisfaction of its meaning consumer if experience brand and service quality always paid attention hence can give influence to satisfaction of consumer f). There are influence of experience brand and service quality to its meaning consumer loyalitas if experience brand and service quality paid attention better hence will have an effect on to consumer loyalitas which high enough. g). There are influence of experience brand and service quality to consumer loyalitas of dimediasi satisfaction of consumer, its meaning if experience brand and service quality can be defended and taken care of with as good as possible hence paying attention aspect satisfaction of consumer, hence will give big enough impact to consumer loyalitas. According to to result of this research, hence to increase consumer comitmen require to give satisfaction to better consumer with prima service or " service excellence" that is attitude and way of serving satisfactorily from present condition fixed take care of experience brand

Other obstract

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Item Type:	Thesis (Magister)
Identification Number:	TES/658.827/DEV/p/2018/041810925
Uncontrolled Keywords:	Brand experience (Sensorik, Afeksi, Perilaku, Intelektual), Kualitas layanan (reliable , responsiviness, empaty), Loyalitas, Kepuasan konsumen.
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions:	S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Endang Susworini
Date Deposited:	01 Sep 2022 02:15
Last Modified:	01 Sep 2022 02:15
URI:	http://repository.ub.ac.id/id/eprint/193872

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