Pramudita, Triyoga (2015) Pengaruh Experiential Marketing Dan Service Quality Dengan Customer Satisfaction Dan Customer Loyalty Pada Kedai Kopi Starbucks. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Bisnis kedai kopi saat ini berkembang sangat pesat, terutama di kota-kota besar
di Indonesia. Starbucks merupakah salah satu brand yang paling terkenal. Sebagai
salah satu brand kedai kopi terbesar di dunia, Starbucks menerapkan sebuah strategi
marketing yang bernama experiential marketing, dimana strategi tersebut bauran
aktivitas bisnis yang ada untuk memberikan pengalaman baru kepada pelanggan.
Selain itu, Starbucks Indonesia juga mulai menerapkan sebuah konsep yang bernama
Starbucks go local, dimana salah satu bentuk penerapan konsep tersebut adalah
membangun konsep gerai yang bertema heritage. Namun, gerai tersebut membutuhkan
investasi yang lebih besar dan sudah sewajarnya memiliki diferensiasi.
Studi literatur dan penelitian terdahulu membuktikan bahwa customer loyalty
dapat dibentuk melalui customer satisfaction, dan customer satisfaction mampu
dibentuk melalui service quality dan experiential marketing. Penelitian ini bertujuan
untuk melihat hubungan antar variabel dalam membentuk customer loyalty, dan
membandingkan pengaruh customer loyalty antara gerai heritage dan konvensional.
Metode yang digunakan pada penelitian ini adalah structural equation modelling
(SEM). Jumlah responden pada penelitian ini adalah 320 responden. Kesimpulan dari
penelitian ini adalah adanya keterkaitan antar variabel dalam membentuk customer
loyalty, dengan signifikansi yang berbeda tergantung dari tipe gerai. Gerai dengan tipe
konvensional menunjukkan service quality yang signifikan terhadap customer
satisfaction dan customer loyalty, namun experiential marketing belum dapat
memberikan pengaruh yang signifikan. Gerai heritage memiliki pengaruh hubungan
antar variabelnya, namun tidak cukup signifikan.
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Nowadays, the growth of coffeshop business is very fast. Especially in big cities
in Indonesia. Starbucks is one of the famous coffee brand. As one of the biggest
coffeshop business on earth, Starbucks applies a marketing strategy named
experiential marketing. Experiential marketing is kind of marketing that combine
several elements to present a unique and memorable experience to customer. Starbucks
Indonesia conduct a strategy named Starbucks go local. The implementation of that
strategy is a new type of coffeeshop known as heritage type. It is kind of type that
combine local culture but the investment is sadly more expensive.
The result of literature studies and previous observation shows that customer
loyalty could be affected by customer satisfaction, service quality and experiential
marketing. The purpose of this observation to see the influence of experiential
marketing and service quality with customer satisfaction and customer loyalty at
Starbucks coffeesho. The second purpose is to compare the influence of customer
loyalty between heritage and conventional coffeshop. This observation use Structural
Equation Modelling (SEM) as its method. The amount of respondents needed for this
observation are 320 for the total. The result of this observation is indeed there’re
relationship among those variable that construct customer loyalty, with different
significancy depend on the store type. Conventional store tend to show positive and
significant relationship among service quality, customer satisfaction and customer
loyalty but not for experiential marketing. On the other hand, heritage store shows a
positive relationship among all variables, but not significant enough.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 658.834 3 Pra p |
| Uncontrolled Keywords: | Confirmatory Factor Analysis, Customer Loyalty, Experiential Marketing, Structural Equation Modelling. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction T Technology > TS Manufactures > TS156 Quality Control. QFD. Taguchi methods (Quality control) |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 03 Jul 2017 04:15 |
| Last Modified: | 24 Aug 2018 04:16 |
| URI: | http://repository.its.ac.id/id/eprint/41840 |
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