MENILAI PENGARUH CITRA MEREK, KERAGAMAN MENU, SUASANA TOKO DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN DAN NIAT BELI ULANG (STUDI PADA KONSUMEN SOCIETY COFFEE HOUSE PURWOKERTO)

Esa Yanri Mekar Lorena, Sri Martini

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh yang timbul dari Citra Merek, Variasi Menu, Suasana Toko dan Kualitas Produk terhadap Kepuasan Konsumen dan pengaruhnya terhadap Niat Pembelian dari konsumen Coffee House Society Purwokerto. Variabel-variabel yang digunakan dalam penelitian ini adalah Citra Merek, Keragaman Menu, Suasana Toko dan Kualitas Produk sebagai variabel independen, kemudian Kepuasan Konsumen sebagai variabel intervening dan Intensi Pembelian sebagai variabel dependen. Sampel dalam penelitian ini adalah konsumen Rumah Kopi Masyarakat Purwokerto dengan jumlah 165 orang dengan menggunakan teknik Purposive Sampling. Dalam penelitian ini dikembangkan model teoritis untuk mengajukan lima hipotesis yang akan diuji menggunakan alat analisis Structural Equation Modeling (SEM) yang dioperasikan melalui program AMOS 21.0. Hasil analisis SEM menunjukkan bahwa variabel Citra Merek, Keragaman Menu, Suasana Toko dan Kualitas Produk berpengaruh positif terhadap Kepuasan Konsumen dan Kepuasan Konsumen Konsumen serta pengaruhnya terhadap Niat Beli. Dan dari hasil pengujian hipotesis menunjukkan bahwa Intensi Pembelian dapat ditingkatkan dengan meningkatkan Citra Merek, Keragaman Menu, Suasana Toko dan Kualitas Produk mempengaruhi Kepuasan Pelanggan sebagai penentu keberhasilan peningkatan Intensi Pembelian.


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DOI: https://doi.org/10.32424/jeba.v21i2.1323

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