Pengaruh Perceived Quality Terhadap Customer Satisfaction Dan Customer Loyalty Di Afterwork Caffeine Gwalk

Muhammad, Thania (2025) Pengaruh Perceived Quality Terhadap Customer Satisfaction Dan Customer Loyalty Di Afterwork Caffeine Gwalk. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Salah satu pemain industri coffee shop yang terkenal yaitu Afterwork Caffein merupakan sebuah coffee shop atau kafe yang terletak di Gwalk, Citraland, Surabaya Barat. Kafe ini didirikan pada tahun 2020 menawarkan suasana yang nyaman dan modern serta berbagai pilihan makanan dan minuman. Akan tetapi kafe ini menghadapi tantangan dalam menjaga stabilitas penjualan bulanan yang cenderung naik turun. Dilihat dari jumlah pendapatan Afterwork yang sempat beberapa kali mengalami penurunan pendapatannya dan mendapatkan komentar-komentar negatif dari pelanggannya. Oleh karena itu penelitian ini bertujuan untuk melihat pengaruh perceived product quality, perceived service quality, dan perceived experience quality terhadap customer satisfaction dan customer loyalty di Afterwork Coffee Gwalk menggunakan Metode SEM (Structural Equation Model). Didapatkan hasil bahwa variabel yang berpengaruh secara signifikan terhadap Customer Satisfaction (CS) adalah Perceived Experience Quality (PEQ). Sedangkan variabel yang berpengaruh secara signifikan terhadap Customer Loyalty (CL) adalah Perceived Product Quality (PPQ) dan Customer Satisfaction (CS).
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One of the well-known players in the coffee shop industry is Afterwork Caffein, a coffee shop located in Gwalk, Citraland, West Surabaya. Established in 2020, this café offers a comfortable and modern atmosphere along with a wide selection of food and beverages. However, the café faces challenges in maintaining stable monthly sales, which tend to fluctuate. Based on Afterwork's revenue reports, the café has experienced several declines in revenue and received negative feedback from customers. Therefore, this study aims to examine the influence of perceived product quality, perceived service quality, and perceived experience quality on customer satisfaction and customer loyalty at Afterwork Coffee Gwalk using the Structural Equation Model (SEM) method. The results reveal that the variable significantly affecting Customer Satisfaction (CS) is Perceived Experience Quality (PEQ), while the variables significantly affecting Customer Loyalty (CL) are Perceived Product Quality (PPQ) and Customer Satisfaction (CS).

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Customer Loyalty, Customer Satisfaction, Perceived Experience Quality, Perceived Product Quality, Perceived Service Quality.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB615 Entrepreneurship.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Thania muhammad
Date Deposited:	01 Feb 2025 15:37
Last Modified:	01 Feb 2025 15:37
URI:	http://repository.its.ac.id/id/eprint/117651

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