Pengaruh Content Media On Experiential Marketing, Service Quality, Customer Satisfaction Pada Consumer Wellbeing Di Kedai Filosofi Kopi Yogyakarta

Putra, Prabasworo Subyakta Cahyono (2024) Pengaruh Content Media On Experiential Marketing, Service Quality, Customer Satisfaction Pada Consumer Wellbeing Di Kedai Filosofi Kopi Yogyakarta. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5031201064_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (7MB) | Request a copy

Abstract

Pada tahun 2015 muncul coffee culture di Indonesia. Fenomena ini dipicu oleh film Filosofi Kopi, yang berperan sebagai media marketing kedai Filosofi Kopi. Penelitian ini bertujuan meneliti pengaruh film Filosofi Kopi 2 dan persepsi konsumen setelah mengunjungi kedai Filosofi Kopi Yogyakarta. Penelitian diawali dengan meneliti film Filosofi Kopi menggunakan variabel Experiential Marketing, dan dilanjutkan dengan menganalisis persepsi konsumen, yang diukur dengan variabel Service Quality, Consumer Satisfaction, dan Consumer Wellbeing. Responden dalam penelitian ini adalah 132 konsumen kedai Filosofi Kopi Yogyakarta yang telah menonton film Filosofi Kopi 2, mengunjungi dan mengonsumsi produk Filosofi Kopi pada 2020-2024. Hasil data kuesioner diolah menggunakan Software Smart PLS 3. Kesimpulan penelitian ini mengungkap perspektif konsumen dipengaruhi secara signifikan oleh variabel independen dan mediasi. Penelitian ini mendapati perlunya pihak manajemen dalam mempertahankan film Filosofi Kopi 2 sebagai aspek variabel Experiential Marketing, dan variabel lainnya dalam peningkatan perspektif konsumen dikemudian hari, untuk kelangsungan kedai Filosofi Kopi Yogyakarta.
==================================================================================================================================
In 2015, coffee culture emerged in Indonesia. This phenomenon triggered by Filosofi Kopi movie, as marketing medium for Filosofi Kopi shops. This study examines influence of Filosofi Kopi 2 movie and consumer perceptions after visiting Filosofi Kopi shop Yogyakarta. Research examining Filosofi Kopi film using Experiential Marketing variables, and analyzing consumer perceptions, measured by Service Quality, Consumer Satisfaction, and Consumer Wellbeing variables. Respondents in this study were 132 consumers of Filosofi Kopi Yogyakarta shop who had watched Filosofi Kopi 2 movie, visited and consumed Filosofi Kopi products in 2020-2024. Questionnaire data were processed using Smart PLS 3 software. Conclusion of this study reveals that independent and mediating variables significantly influence consumer perspectives. This study found the need for management to maintain the Filosofi Kopi 2 movie as aspect of Experiential Marketing variable, and other variables in increasing consumer perspectives in the future, for the continuity of Filosofi Kopi Yogyakarta shop.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Consumer wellbeing, Customer Satisfaction, Experiential Marketing, Service Quality
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Prabasworo Subyakta Cahyono Putra
Date Deposited:	30 Jan 2025 03:03
Last Modified:	30 Jan 2025 03:03
URI:	http://repository.its.ac.id/id/eprint/117079

Actions (login required)

View Item