Pengaruh Experiential Marketing Dan Service Quality Dengan Customer Satisfaction Dan Customer Loyalty Pada Kedai Kopi Starbucks

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. =============================================================================================== 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
Divisions: Faculty of Industrial Technology > Business Management > (S1) Undergraduate Theses
Depositing User: Mr. Tondo Indra Nyata
Date Deposited: 03 Jul 2017 04:15
Last Modified: 03 Jul 2017 04:15
URI: http://repository.its.ac.id/id/eprint/41840

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