pengaruh hedonic value, store atmosphere dan kepuasan konsumen terhadap loyalitas konsumen di cafe pojok bangka, jember

naoval asy, syifak (2022) pengaruh hedonic value, store atmosphere dan kepuasan konsumen terhadap loyalitas konsumen di cafe pojok bangka, jember. Undergraduate thesis, universitas muhammadiyah jember.

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Abstract

ABSTRACT The background in this study is that drinking coffee in cafes becomes part of the lifestyle, without which it seems to make us less slang and even impressed. This activity then became a gathering place with colleagues, college friends, arisan, reunions, talking about business, venting, and even company meetings. But, more than that, now the café has become part of the identity and existence of its lovers. Consumers today are more selective in choosing a variety of things, especially a café. If the café visited is not satisfactory for these consumers, it will switch to another café. However, if the café is a café that can satisfy then these consumers will visit more often. This study aims to find out whether hedonic value, store atmosphere, and consumer satisfaction affect consumer loyalty at Cafe Sudut Bangka, Jember. The sample required in this study was as many as 100 respondents with purposive sampling methods and data collection techniques through interviews, questionnaires and literature studies. The analysis used is quantitative data analysis (validity test and reliability test), classical assumption test (normality test, heteroskedasticity test, multicollinearity test), multiple linear regression analysis, hypothesis test (f test and t test) and determination coefficient analysis. The results of the analysis of multiple linear regressions found that hedonic value (0.230), store atmosphere (0.296), and consumer satisfaction (0.033) which means all variables have a positive effect on consumer loyalty. Based on the results of the F test with a significance value of 0.000 that all variables have a significant and simultaneous effect on consumer loyalty. The results of the t test resulted in hedonic value (0.006), store atmosphere (0.000) and consumer satisfaction (0.008) partially affecting consumer loyalty

Item Type:

Thesis (Undergraduate)

Uncontrolled Keywords:

partially affecting consumer loyalty

Subjects:

600 Technology and Applied Science > 650 Business > 658 General Management

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Naoval asy syifak