Pengaruh Kualitas Layanan Dan Promosi Terhadap Kepuasan Pelanggan Pada Niat Beli Konsumen Di Starbuck
DOI:
https://doi.org/10.29103/e-mabis.v24i1.882Keywords:
Kualitas Layanan, Promosi, Kepuasan Pelanggan, Niat Beli.Abstract
Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Kualitas Layanan Dan Promosi Terhadap Kepuasan Pelanggan Pada Niat Beli Konsumen di Starbuck. Diharapkan penelitian ini memberikan kontribusi pada keilmuan manajemen pemasaran dan juga memberikan implikasi dalam manajerial pada pengelolaan bisnis. Penelitian ini menggunakan metode survei sebagai teknik pengumpulan data, dengan kuesioner sebagai alat instrumen dan disebarkan secara online. Teknik penentuan responden penelitian menggunakan metode purposive sampling, metode analisis data yang digunakan adalah analisis jalur melalui Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor promosi, kualitas layanan dapat berpengaruh positif terhadap pada kepuasan pelanggan dalam menarik minat beli konsumen. Penelitian ini menghasilkan beberapa temuan, pertama promosi berpengaruh positif signifikan terhadap kepuasan pelanggan. Kedua, kualitas layanan berpengaruh positif signifikan terhadap kepuasan pelanggan. Ketiga, kepuasan pelanggan berpengaruh positif signifikan terhadap niat beli. Keempat, kualitas layanan berpengaruh positif signifikan terhadap niat beli dan promosi berpengaruh positif signifikan terhadap niat beli. Dengan ada nya penelitian ini dibuat karena penulis hendak menunjukkan bahwa adanya pengaruh antara kualitas layanan dan promosi dari pelanggan dengan minat beli pada suatu produk yang di pasarkan, khusus nya pada kopi starbuck dan produk khususnya pada brand yang ada di Indonesia.References
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