Pengaruh servicescape, product experience & social interaction terhadap customer engagement dimediasi customer experience pada kedai kopi lokal di Jabodetabek
Info Katalog
File Repositori
Nomor Panggil : 122012101044
Subyek : Service - management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Asep Hermawan
Kata Kunci : servicescape, ambient condition, facility aesthetics, spatial layout, signs & symbols, cleanliness,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MM_122012101044_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MM_122012101044_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MM_122012101044_Bab-1-Pendahuluan.pdf | 12 | |
| 4. | 2023_TS_MM_122012101044_Bab-2-Tinjauan-Pustaka.pdf | 21 |
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| 5. | 2023_TS_MM_122012101044_Bab-3-Metode-Penelitian.pdf | 13 |
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| 6. | 2023_TS_MM_122012101044_Bab-4-Hasil-Penelitian-dan-Pembahasan.pdf |
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| 7. | 2023_TS_MM_122012101044_Bab-5-Saran-dan-Simpulan.pdf | ||
| 8. | 2023_TS_MM_122012101044_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MM_122012101044_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh servicescape, productexperience dan social interaction secara langsung terhadap customer engagementdan customer experience serta menganalisis pengaruh tidak langsung servicescape,product experience dan social interaction terhadap customer engagement melaluicustomer experience sebagai variabel mediasi. Pengujian faktor yang berpengaruhterhadap engagement customer pada kedai kopi sangat diperlukan untukmemberikan rekomendasi bagi manajer atau pemilik kedai kopi serta memperluasliteratur mengenai teori Stimulus-Organism-Response (SOR). Data yang digunakandalam penelitian ini merupakan data primer yang dikumpulkan melalui kuesionergoogle form dari 302 responden dengan kriteria konsumen adalah penikmat kopi diKedai Kopi lokal Jabodetabek dan telah berkunjung ke Kedai Kopi lokal dalamkurun waktu 6 bulan terakhir (Maret hingga Agustus 2023). Analisis data yangdigunakan untuk uji hipotesis yaitu SEM (Structural Equation Modeling) denganmenggunakan program AMOS. Hasil penelitian menunjukan bahwa (1) terdapatpengaruh positif signifikan spatial layout dan Customer experience terhadapcustomer engagement, sedangkan facilitiy aesthetics berpengaruh negatif dansignifikan terhadap customer engagement. (2) tidak ada pengaruh Ambientcondition, Sign & symbols dan Cleanliness terhadap customer engagement. (3)Terdapat pengaruh positif signifikan ambient condition, facilitiy aesthetics, productexperience, dan social interaction terhadap customer experience sedangkan spatiallayout berpengaruh negatif signifikan terhadap customer experience. (4) Tidak adapengaruh sign & symbols, dan cleanline terhadap customer experience. (5)Customer experience memediasi pengaruh ambient condition, facility aesthetics,social interaction dan product experience terhadap customer engagement. (6)Customer experience tidak memediasi pengaruh signs and symbols, cleanliness,terhadap customer engagement. sedangkan spatial layout terhadap customerengagement dimediasi pengaruh negatif oleh customer experience. Oleh karena itu,seharusnya manajer pemasaran kedai kopi dalam menerapkan strategi pemasarandapat lebih berfokus pada peningkatan servicescape khususnya dimensi spatiallayout, sign & symbols, dan cleanliness agar mampu mempengaruhi tingkatcustomer experience pada kedai kopi.
T This research aims to analyze the direct influence of servicescape, productexperience and social interaction on customer engagement and customerexperience as well as analyzing the indirect influence of servicescape, productexperience and social interaction on customer engagement through customerexperience as a mediating variable. Testing the factors that influence customerengagement in coffee shops is very necessary to provide recommendations forcoffee shop managers or owners and expand the literature on the StimulusOrganism-Response (SOR) theory. The data used in this research is primary datacollected via a Google Form questionnaire from 302 respondents with theconsumer criteria being coffee lovers at local coffee shops in Jabodetabek and havevisited local coffee shops in the last 6 months (March to August 2023). Dataanalysis used to test the hypothesis is SEM (Structural Equation Modeling) usingthe AMOS program. The research results show that (1) there is a significantpositive influence of spatial layout and customer experience on customerengagement, while facility aesthetics has a negative and significant influence oncustomer engagement. (2) there is no influence of Ambient conditions, Signs &symbols and Cleanliness on customer engagement. (3) There is a significantpositive influence of ambient conditions, facility aesthetics, product experience, andsocial interaction on customer experience, while spatial layout has a significantnegative influence on customer experience. (4) There is no influence of signs &symbols and clean lines on customer experience. (5) Customer experience mediatesthe influence of ambient conditions, facility aesthetics, social interaction andproduct experience on customer engagement. (6) Customer experience does notmediate the influence of signs and symbols, cleanliness,on customer engagementmeanwhile, spatial layout on customer engagement is mediated by the negativeinfluence of customer experience. Therefore, when implementing marketingstrategies, coffee shop marketing managers should focus more on improving theservice space, especially the dimensions of spatial layout, signs & symbols, andcleanliness, in order to be able to influence the level of customer experience at thecoffee shop.
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