Fauzi, Muhamad Reza (2017) Pengaruh Store Atmosphere dan Salesperson Behavior terhadap Customer Satisfaction Pada Starbuck Coffee Malangcity Point. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh store atmosphere dan salesperson behavior terhadap customer satisfaction pada Starbucks Coffee Malang City Point. Store atmosphere dan salesperson behavior merupakan keunggulan kompetitif yang menjadi salah satu kunci bagi Starbucks Coffee Malang City Point untuk tetap menjaga eksistensi nya di industri coffee shop. Variabel salesperson behavior sendiri merupakan kebaruan dalam penelitian ini, sehingga menarik untuk diteliti dan dilihat pengaruh nya terhadap customer satisfaction. Jenis penelitian ini adalah explanaratory research yang menjelaskan hubungan kausal antar variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 250 responden konsumen Starbucks Coffee Malang City Point. Uji hipotesis dilakukan menggunakan uji t. Analisis data menggunakan Analisis Regresi Linear Berganda dan dibantu oleh software SPSS 21 untuk memudahkan penelitian. Dari hasil pengujian terhadap hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel store atmosphere berpengaruh positif terhadap customer satisfaction konsumen Starbucks Coffee Malang City Point dengan indikator desain bangunan dan aroma sebagai indikator yang mendapatkan rataan niali tertinggi. Variabel salesperson behavior berpengaruh positif terhadap customer satisfaction konsumen Starbucks Coffee Malang City Point dengan listening behavior sebagai indikator yang mendapatkan niai rataan teringgi. Dari pengujian hipotesis juga didapatkan bahwa variabel salesperson behavior berengaruh dominan terhadap customer satisfaction. Kemudian dilihat dari nilai kontribusi nya menunjukkan bahwa store atmosphere dan salesperson behavior memiliki pengaruh cukup besar terhadap customer satisfaction pada starbucks coffee Malang city point disamping variabel lain yang tidak diteliti dalam penelitian ini.
English Abstract
The purpose of this research is to identify influence of store atmosphere and salesperson behavior on customer satisfaction at Starbucks Coffee in Malang City Point. Store atmosphere and salesperson behavior are competitive advantages that become one of the keys for Starbucks Coffee in Malang City Point to keep its existence in coffee shop industry. Salesperson behavior is a novelty in this study, so its influence on customer satisfactionis interesting to investigate and observe. This explanatory research explains the causal relationship between the variables through hypothesis testing. This study uses a sample of 250 respondents taken from the consumers of Starbucks Coffee in Malang City Point. The hypothesis was tested using t test. The data were analyzed through Multiple Linear Regression Analysis using SPSS 21. The results of the hypothesis testing show that the variable of store atmosphere positively affects the satisfaction of Starbucks Coffee customers,in which building design and room fragrance are indicators with the highest average score. In addition, the variable of salesperson behavior positively affects the satisfaction of Starbucks Coffee customers, in which listening behavior is the indicator with the highest average score. The hypothesis testing also finds that salesperson behavior variable dominantly influences customer satisfaction. The contribution value shows that, compared to other variables not examined in this study,store atmosphere and salesperson behavior have a major influence on the satisfaction of Starbucks Coffee customers inMalang City Point.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/341/051706706 |
| Uncontrolled Keywords: | Strore Atmosphere, Salesperson Behavior, Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 06 Sep 2017 03:44 |
| Last Modified: | 23 Nov 2020 07:50 |
| URI: | http://repository.ub.ac.id/id/eprint/2134 |
Actions (login required)
 |
View Item |