Pengaruh Groundedness, Perceived product quality, dan Store atmosphere terhadap Customer loyalty: Studi pada Industri Kopitiam di Surabaya

Putra, Muhammad Rafael Reynaldi (2025) Pengaruh Groundedness, Perceived product quality, dan Store atmosphere terhadap Customer loyalty: Studi pada Industri Kopitiam di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh groundedness, perceived product quality, dan store atmosphere terhadap customer loyalty dengan customer experience dan customer satisfaction sebagai variabel mediasi. Penelitian ini dilatarbelakangi oleh fenomena meningkatnya popularitas Kopitiam sebagai third place yang menawarkan pengalaman otentik bernuansa budaya Tionghoa-Melayu. Metode yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling Partial Least Square (PLS-SEM). Sebanyak 186 responden yang telah mengunjungi tiga Kopitiam populer di Surabaya (Ciamso, Lao Ban, dan Ah Pek) menjadi sampel penelitian. Hasil analisis menunjukkan bahwa groundedness berpengaruh signifikan terhadap customer experience, yang kemudian mempengaruhi customer satisfaction dan customer loyalty. Perceived product quality dan store atmosphere juga terbukti mempengaruhi customer satisfaction secara signifikan, yang kemudian memediasi pengaruhnya terhadap customer loyalty. Temuan ini memperkuat peran penting groundedness, perceived product quality, dan store atmosphere dalam membentuk loyalitas pelanggan melalui jalur pengalaman dan kepuasan. Penelitian ini memberikan kontribusi teoritis terhadap pengembangan model relasional dalam teori pemasaran serta implikasi praktis bagi pengelola Kopitiam dalam meningkatkan loyalitas pelanggan melalui strategi pengalaman holistik.
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This study aims to examine the influence of groundedness, perceived product quality, and store atmosphere on customer loyalty through the mediation of customer experience and customer satisfaction, in the context of Kopitiam cafés in Surabaya. The research is motivated by the growing popularity of Kopitiam as a third place offering culturally rich and nostalgic experiences rooted in Chinese-Malay heritage. A quantitative method using Structural Equation Modeling - Partial Least Square (PLS-SEM) was employed. A total of 180 respondents who had visited three prominent Kopitiam cafés in Surabaya (Ciamso, Lao Ban, and Ah Pek) participated in this study. The analysis revealed that groundedness significantly affects customer experience, which subsequently influences both customer satisfaction and customer loyalty. Perceived product quality and store atmosphere were also found to significantly influence customer satisfaction, which mediates their impact on customer loyalty. These findings highlight the crucial role of store design, product authenticity, and store environment in shaping customer loyalty through the pathways of experience and satisfaction. This research contributes theoretically to marketing theory models and offers practical insights for Kopitiam managers to foster customer loyalty through holistic experiential strategies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer experience, Customer satisfaction, Customer loyalty, Groundedness, Perceived product quality, Store atmosphere.
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:	Muhammad Rafael Reynaldi Putra
Date Deposited:	30 Jul 2025 05:45
Last Modified:	30 Jul 2025 05:45
URI:	http://repository.its.ac.id/id/eprint/123365

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