Pengaruh kualitas produk dan pelayanan, electronic word of mouth, citra merek tehadap kepauasan dan niat pembelian ulang kedai Coffee-to-go

Gumilang, Muhammad Fajar (2021) Pengaruh kualitas produk dan pelayanan, electronic word of mouth, citra merek tehadap kepauasan dan niat pembelian ulang kedai Coffee-to-go. Masters thesis, IPB University.

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Abstract

Competition for coffee shops in Indonesia is getting tighter and continues to increase, especially for coffee shops with concepts coffee-to-go. Shop coffee-to-go is a coffee shop concept that is sold in minimalist outlets that do not provide space for dine in, as well as sales focused on a online basis. The coffee-to-go shop is one of the businesses included in the Fast Moving Consumer Goods (FMCG) industry. Competition among coffee-to-go shops is still not able to increase coffee marketing through social media, because the coffee-to-go shop business is included in the Food and Beverages category in the FMCG industry, the percentage of activity towards the search for Food and Beverages products on social media is still low when compared to other activities. Therefore, the promotion of coffee, especially for products from coffee-to-go shops, is expected to increase its marketing through social media, because social media platforms are used by the millennial generation. Millennial generation is a current generation, they use smartphone to take photos of the purchased products and then upload them to social media. Competition between coffee-to-go shops making millennial generation consumers faced with a variety of choices when they want to buy and consume coffee at the shop coffee-to-go. The purpose of this study is to analyze the level of satisfaction of millennial generation consumers who consume coffee-to-go shops, analyze the influence of product and service quality, electronic word of mouth, and brand image on satisfaction and shop repurchase intentions coffee-to-go on the millennial generation on social media, and formulating managerial implications for increasing sales in store companies coffee-to-go shops. The sampling technique in this study uses non-probability sampling namely by technique self-selected or volunteer sampling distribute questionnaires online on line through link from google docs and get 226 respondents, and processed using software SmartPLS 3.0 and analyzed by the SEM-PLS method (Structural Equation Modelling-Partial Least Square). Based on the research results, characteristics of respondents in general have a gender composition that is more female compared to men with a predominance of undergraduate level education background, and are in the age range of 21 to 25 years, which in that age range falls into the category of the millennial generation. Furthermore, the most dominant respondent has a job as a student with an average monthly expenditure of more than three million rupiah, then, the most dominant respondent chooses to buy products from coffee shop brands with the coffee-to-go shop concept in the regions Java Island by 96 percent. In this study the four indicators used to form costumer satisfaction variables have a CSI calculation value of 80 percent, so the CSI test results illustrate that overall respondents who have bought and consumed products sold by coffee shops with the concept coffee-to-go shop are in the satisfied category because the value of the satisfied category is 60 <x = 80. Then, this study has three exogenous latent variables in the form of product and service quality, E-WOM, and brand image. Of the three variables, there is a significant and positive effect on the latent variable of customer satisfaction and repurchase intention of respondent coffee-to-go shop. Based on the managerial implications, there are several things that can be recommended for coffee shops with the coffee-to-go shop concept, specifically: In order to increase sales of coffee shop companies with coffee-to-go concept, it has to be able to convince people that the products have quality of providing memorable experience because it prioritizes the taste, concern about the packaging so it won’t easily spill when customer carry it along, and ensure that the flavour reach premium coffee standard. In terms of service, it is recommended to do some development in speed and accuracy of purchasing process, especially in online application. In addition, coffee-to-go shops should more attentive on positive review by customer, hence, it considered to pay an influencer who has a virtuous image to give profitable impact. Furthermore, it is required an advertising on social media and an attractive official website which contains all the information about varieties, quality, and price of the products. Either the famous coffee-to-go shop or the unpopular one, should focus on branding to get wider areas and strengthening their identity so it attracts consumer to make repeated purchasing.

Item Type: Thesis (Masters)
Uncontrolled Keywords: bisnis model kanvas, blockchain, QR Code, sayuran hidroponik, sistem ketertelusuran, CSI, Customer Satisfaction Index, SEM-PLS blockchain, business models canvas, hydroponic vegetables, QR Code, traceability system.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 07 Feb 2022 06:50
Last Modified: 07 Feb 2022 06:50
URI: http://repository.sb.ipb.ac.id/id/eprint/3798

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