Suwandi, Rizki Kurnia (2023) PENGARUH KUALITAS PELAYANAN, HARGA, DAN EXPERIENTAL MARKETING TERHADAP REPURCHASE INTENTION DI STARBUCKS COFFEE INDONESIA (Studi kasus pada Starbucks Coffee Store Green Pramuka Square). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui kualitas pelayanan, harga, dan experiental marketing terhadap repurchase intention di starbucks coffee Indonesia (studi kasus pada starbucks coffee store green pramuka square). Metode penelitian yang digunakan penelitian adalah kuantitatif dengan strategi penelitian yang digunakan peneliti adalah strategi asosiatif/kausalitas. Penelitian ini menggunakan data primer dengan penyebaran kuesioner sebanyak 100 orang pelanggan Starbucks Coffee Store Green Pramuka Square. Teknik pengambilan sampel digunakan dengan random sampling. Metode pengolahan data dalam penelitian ini menggunakan program SPSS 26.0 (Statistical Package for the Social Sciens) penelitian menguji koefisien determinasi parsial dan simultan, uji signifikan parsial (uji-t), uji signifikan simultan (uji�f). Hasil Penelitian Menyimpulkan: 1.) Kualitas Pelayanan berpengaruh signifikan dan positif terhadap Repurchase Intention. 2.) Harga berpengaruh signifikan dan positif terhadap Repurchase Intention. 3.) Experiental Marketing (Rasa, Perasaan, Berpikir, Tindakan, Hubungan) berpengaruh signifikan dan positif terhadap Repurchase Intention. 4.) Kualitas Pelayanan, Harga dan Experiental Marketing, Pengalaman Kerja, secara simultan berpengaruh terhadap Repurchase Intention. This research aims to find out the influence of service quality, price, and experiental marketing in Starbucks coffee Indonesia (case study on Starbucks coffee store green pramuka square). The research method used by research is quantitative with the research strategy used by researchers is an associative strategy / causality. The study used primary data with the dissemination of questionnaires as many as 100 customers of Starbucks Coffee Store Green Pramuka Square. Sampling techniques are used with random sampling. The data processing method in this study used the SPSS 26.0 (Statistical Package for the Social Sciens) program of research testing partial and simultaneous coefficients of determination, partial significant tests (t-tests), simultaneous significant tests (f-tests). The Results of the Study Concluded: 1.) The Quality of Service has a significant and positive effect on Repurchase Intention. 2.) Price has a significant and positive effect on Repurchase Intention. 3.) Experiental Marketing (Sense, Feel, Think, Act, and Relate) has a significant and positive effect on repurchase intentions. 4.) Quality of Service, Pricing, and Experiental Marketing simultaneously affect Repurchase Intention.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIZKI KURNIA SUWANDI | ||||||||
| Date Deposited: | 29 Dec 2022 05:54 | ||||||||
| Last Modified: | 29 Dec 2022 05:54 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9199 |
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