Konsekuensi store atmosphere coffee shop

DETAIL KOLEKSI

Konsekuensi store atmosphere coffee shop

Oleh : M. Luthfi Ramadhan

Info Katalog

Nomor Panggil : 2019_TA_MJ_022164027

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Gunawati

Subyek : Brand satisfaction;Marketing management

Kata Kunci : store atmosphere, brand experience, brand love, brand loyalty, brand anthropomorphize, relationship.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2019_TA_MJ_022164027_Halaman-Judul.pdf
2.	2019_TA_MJ_022164027_Bab-1.pdf
3.	2019_TA_MJ_022164027_Bab-2.pdf	20
4.	2019_TA_MJ_022164027_Bab-3.pdf
5.	2019_TA_MJ_022164027_Bab-4.pdf
6.	2019_TA_MJ_022164027_Bab-5.pdf
7.	2019_TA_MJ_022164027_Daftar-Pustaka.pdf
8.	2019_TA_MJ_022164027_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis Konsekuensi dari Store Atmosphere pada Coffee Shop. Sampel yang digunakan dalam penelitian ini sebanyak 250 responden, sengan menggunakan metode penarikan sampel purposive sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen minimal 5 kali dalam waktu 3 bulan terakhir menikmati kopi atau menu lainnya di Starbucks. Pengujian hipotesis dilakukan dengan metode structural equation model (SEM) dengan bantuan software SPSS 22 dan AMOS. Hasil dalam penelitian ini menunjukkan bahwa terdapat pengaruh positif dari dua dimensi Store Atmosphere yaitu Store Ambience dan Store Merchandise terhadap Brand Experience dan tidak terdapat pengaruh dari dua dimensi Store Atmosphere yaitu Store Design dan Social terhadap Brand Experience. Selanjutnya Brand Experience berpengaruh positif terhadap Brand Love. Selain itu, Brand Experience menimbulkan pengaruh terhadap Brand Love yang diperkuat dengan Brand Anthropomorphize tingkat Low. Kemudian Brand Love berpengaruh positif terhadap Brand Loyalty. Terkahir, Brand Love menimbulkan Brand Loyalty yang diperkuat dengan Relationship Marketing Orientation (RMO) tingkat High.

T his purpose of the study is to teset and analyze consequences of Store Atmosphere on Coffee Shop. The sample used in this research is 250 respondents by using purposive sampling method. The sample used in this study is consumers at least 5 times in the last 3 months enjoying coffee or other menus at Starbucks. Hypothesis testing for the research was tested by structural equation model (SEM) with SPSS version 22 and AMOS software. The results of this research show that positive effect from the two dimensions of Store Atmosphere that is Store Ambience and Store Merchandise on Brand Experience and there is no effect of the two dimensions of Store Atmosphere that is Store Design and Social on Brand Experience. Also, Brand Experience has a positive effect on Brand Love. In addition, Brand Experience has a positive effect on Brand Love which is strengthened by Low level Brand Anthropomorphize. Then Brand Love has a positive effect on Brand Loyalty. Lastly, Brand Love has a positive effect on Brand Loyalty which is strengthened by High level Relationship Marketing Orientation (RMO).