Shah, Mohamed Ashraff and Radityo Putro Handrito (2022) Pengaruh Servicescape Terhadap Minat Kunjung Ulang Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Pengunjung Kafe Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari servicescape terhadap minat kunjung ulang yang dimediasi oleh kepuasan pelanggan pada pengunjung kafe di Kota Malang. Jenis penelitian ini adalah explanatory research yang berusaha menjelaskan hubungan antar variabel berdasarkan pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 385 responden yang ditentukan berdasarkan rumus cochran. Penyebaran kuesioner dilaksanakan secara online melalui sosial media dengan perantara google form. Teknik analisis data pada penelitian ini menggunakan software SPSS. Analisis data menggunakan metode analisis process yang dicetuskan oleh hayes yang berfungsi menguji hubungan antar variabel serta pengaruh variabel mediasi. Hasil penelitian ini adalah servicescape berpengaruh signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh signifikan terhadap minat kunjung ulang, servicescape berpengaruh signifikan terhadap minat kunjung ulang, serta kepuasan pelanggan dapat memediasi pengaruh servicescape terhadap minat kunjung ulang. Berdasarkan hasil tersebut maka dapat disimpulkan terjadi efek mediasi secara parsial karena servicescape dapat langsung mempengaruhi minat kunjung ulang tanpa melalui kepuasan pelanggan yang disebabkan oleh daya tarik servicescape yang begitu kuat kepada pengunjung kafe. Maka, dari hasil penelitian tersebut dapat dirumuskan implikasi penelitian berupa rekomendasi tema kafe dan tiga kunci pengembangan kafe di Kota Malang bagi pelaku usaha kafe.
English Abstract
This study aims to determine the effect of servicescape on revisit intention which are mediated by customer satisfaction on cafe visitors in Malang City. This type of research is explanatory research that seeks to explain the relation between variables based on hypothesis testing. This study used a sample of 385 respondents based on the Cochran formula. The distribution of the questionnaires was carried out online through social media using the google form. The data analysis technique in this research is using SPSS software. Analysis of the data using the process analysis method that was initiated by Hayes which serves to examine the relationship between variables and the effect of mediating variables. The results of this study are servicescape has a significant effect on customer satisfaction, customer satisfaction has a significant effect on interest in revisiting, servicescape has a significant effect on revisit intention, and customer satisfaction mediates the effect of servicescape on revisit intention. Based on these results, it can be concluded that there is a partial mediation effect because the servicescape can directly affect revisit intention without going through customer satisfaction due to the servicescape's strong appeal to cafe visitors. From the results of this study, it can be formulated research implications in the form of recommendations for cafe themes and three keys to developt cafe in Malang City especially for business man
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020263 |
| Uncontrolled Keywords: | Servicescape, Kepuasan Pelanggan, Minat Kunjung Ulang, Servicescape, Customer Satisfaction, Revisit Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 07 Feb 2023 03:06 |
| Last Modified: | 07 Feb 2023 03:06 |
| URI: | http://repository.ub.ac.id/id/eprint/197300 |
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