Pengaruh Kualitas Pelayanan Dan Bauran Pemasaran Terhadap Niat Beli Ulang Coffee Shop Starbucks Yang Dimediasi Oleh Kepuasan Pelanggan

Azis, Muhammad Wafiq and , Kussudyarsana , S.E., M.Si., Ph.D (2023) Pengaruh Kualitas Pelayanan Dan Bauran Pemasaran Terhadap Niat Beli Ulang Coffee Shop Starbucks Yang Dimediasi Oleh Kepuasan Pelanggan. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Customers always judge their satisfaction in terms of quality. They also rate their satisfaction with intangible service depending on employee attitude and service environment. In order to increase satisfaction and improve the quality of its services to maximize customer satisfaction and customer loyalty. For fast food culinary businesses, for example, Starbucks is increasing the quality of service to compete in an ever-evolving environment. The novelty of this research is to add mediating variables to customer satisfaction and change the research object to a Starbucks coffee shop. This study aims to analyze the effect of service quality and marketing mix on the repurchase intention of the Starbucks coffee shop which is mediated by customer satisfaction. Respondents in this study were 120 respondents through an online survey using a Google form with a Likert scale. The sampling technique uses non-probability sampling with purposive sampling method. Data analysis using SMARTPLS. Test the validity and reliability using smart PLS analysis on the outer model. Hypothesis testing uses the smartPLS inner model. The results of the analysis show that customer satisfaction mediates the effect of service quality and marketing mix on repurchase intention partially.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Service Quality, Marketing Mix, Customer Satisfaction, and Repurchase Intention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD WAFIQ AZIS
Date Deposited:	25 Jan 2023 02:53
Last Modified:	25 Jan 2023 02:53
URI:	http://eprints.ums.ac.id/id/eprint/107372

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