PENGARUH STORE ATMOSPHERE, HARGA, DAN WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Pelanggan Starbucks Rawamangun Jakarta)

Putri, Puri Karlina (2023) PENGARUH STORE ATMOSPHERE, HARGA, DAN WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pada Pelanggan Starbucks Rawamangun Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to determine the effect of Store Atmosphere, Price and Word of Mouth on Customer Satisfaction at Starbucks Rawamangun Jakarta. The strategy used is an associative strategy. The research method used in this study is a survey method, using a questionnaire as a data collection tool. Respondents who were sampled in this study were consumers who had visited and made a purchase at least once at Starbucks Rawamangun, totaling 97 people. The analytical tool used is SPSS with Multiple or Multiple Regression Techniques. The results showed that partially there was a significant influence of Store Atmospere on Customer Satisfaction at Starbucks Rawamangun Jakarta, partially there was a significant effect of price on Customer Satisfaction at Starbucks Rawamangun Jakarta and partially there was no significant effect of Word of Mouth on Customer Satisfaction at Starbucks Rawamangun Jakarta and simultaneously there is the influence of Store Atmosphere, price and Word of Mouth on Customer Satisfaction at Starbucks Rawamangun Jakarta. Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere, Harga dan Word of Mouth terhadap kepuasan pelanggan di Starbucks Rawamangun Jakarta. Strategi yang digunakan adalah strategi asosiatif. Metoda penelitian yang digunakan dalam penelitian ini adalah metoda survei, dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Responden yang menjadi sampel dalam penelitian ini adalah konsumen yang pernah berkunjung dan melakukan pembelian minimal 1x di Starbucks Rawamangun yang berjumlah 97 orang. Alat analisis yang digunakan SPSS dengan Teknik Regesi Multiple atau Berganda. Hasil penelitian menunjukkan bahwa secara parsial terdapat pengaruh signifikan Store Atmospere terhadap kepuasan pelanggan di Starbucks Rawamangun Jakarta, secara parsial terdapat pengaruh signifikan harga terhadap kepuasan pelanggan di Starbucks Rawamangun Jakarta dan secara parsial tidak terdapat pengaruh signifikan Word of Mouth terhadap kepuasan pelanggan di Starbucks Rawamangun Jakarta serta secara simultan terdapat pengaruh Store Atmosphere, harga dan Word of Mouth terhadap kepuasan pelanggandi Starbucks Rawamangun Jakarta.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Suhardi, Yusuf NIDN0301056003 yusuf_suhardi@stei.ac.id
Uncontrolled Keywords:	Store Atmosphere, Harga, Word of Mouth dan Kepuasan Pelanggan
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	PURI KARLINA PUTRI
Date Deposited:	29 Sep 2023 03:25
Last Modified:	29 Sep 2023 03:25
URI:	http://repository.stei.ac.id/id/eprint/11045

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