Khairunnisa Indah,, Shinta and Ir. Raditya Ardianwiliandri,, ST., MMT. and Sugiono,, ST., MT., Ph.D. (2022) Analisis Product Quality Terhadap Repurchase Intention dan Kepuasan Pelanggan Kopi Teman Bahagia Dengan Structural Equation Model (SEM). Sarjana thesis, Universitas Brawijaya.
Abstract
RINGKASAN Shinta Khairunnisa Indah, Jurusan Teknik Industri, Fakultas Teknik Universitas Brawijaya, Juli 2022, Analisis Product Quality Terhadap Repurchase Intention dan Kepuasan Pelanggan Kopi Teman Bahagia dengan Structural Equation Model (SEM), Dosen Pembimbing: Ir. Raditya Ardianwiliandri, ST., MMT. Penelitian ini bertujuan untuk meningkatkan jumlah penjualan Kopi Teman Bahagia yang turun akibat kasus pandemi global COVID-19 dan tingginya persaingan bisnis kedai kopi dengan mengoptimalkan strategi pemasaran berdasarkan pengaruh kualitas produk terhadap kepuasan pelanggan; pengaruh kualitas produk terhadap niat membeli kembali; pengaruh kepuasan pelanggan terhadap niat membeli kembali. Penelitian dilakukan dengan menyebarkan kuesioner kepada 150 pelanggan yang dipilih dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah uji Validitas, Uji Realibilitas, dan Structural Equation Model (SEM) berbasis Covariance yang menentukan hubungan antar variabel dengan IBM SPSS AMOS. Berdasarkan penelitian, disimpulkan bahwa kualitas produk berpengaruh positif signifikan terhadap kepuasan pelanggan dan kepuasan pelanggan berpengaruh signifikan terhadap niat beli ulang. Kemudian, analisis rekomendasi strategis dibentuk dan digunakan untuk pengembangan lebih lanjut oleh Kopi Teman Bahagia seperti, menerapkan sistem kontrol kualitas alat dan bahan menggunakan check sheet, menerapkan SOP layanan, menerapkan sistem referral marketing atau KOL dan fitur iklan berbayar, dan juga memberikan penghargaan kepada pelanggan setia dengan Membership Card. Kata Kunci: Product Quality, Kepuasan Pelanggan, Repurchase Intention, Strategi Pemasaran, Structural Equation Model (SEM).
English Abstract
SUMMARY Shinta Khairunnisa Indah, Department of Industrial Engineering, Faculty of Engineering, Brawijaya University, July 2022, Analysis of Product Quality on Repurchase Intention and Customer Satisfaction in Kopi Teman Bahagia with Structural Equation Model (SEM), Academic Supervisor: Ir. Raditya Ardianwiliandri, ST., MMT. This study were aim to increase the number of sales of Kopi Teman Bahagia that dropped due to the global pandemic COVID-19 cases and the high competition in the coffee shop business by optimizing marketing strategies based on the effect of product qualilty to customer satisfaction; the effect of product quality to repurchase intetnion; the effect of customer satisfcation to repurchase intention. The research was conducted by distributing questionnaires to 150 customers chosen with purposive sampling technique. The technique of data analysis used were Validity test, Realibility test, and Covariance-based Structural Equation Model (SEM) that determined the relationship between variables with IBM SPSS AMOS. Based on the research, it was concluded that product quality has a significant positive effect on customer satisfaction and customer satisfaction has a significant effect on repurchase intention. Then, the analysis of strategic recommendations can be inferred and used for further development by Kopi Teman Bahagia such as, implementing a tool and material quality control system using check sheets, implementing service SOPs, implementing referral marketing system or KOL and paid advertising features, and also rewarding loyal customers with Membership Cards. Keywords: Product Quality, Customer Satisfaction, Repurchase Intention, Marketing Strategy,
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052307 |
| Uncontrolled Keywords: | Product Quality, Kepuasan Pelanggan, Repurchase Intention, Strategi Pemasaran, Structural Equation Model (SEM). |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Unnamed user with username saputro |
| Date Deposited: | 22 Jan 2024 02:05 |
| Last Modified: | 22 Jan 2024 02:05 |
| URI: | http://repository.ub.ac.id/id/eprint/212851 |
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