Promosi Harga, Kualitas Makanan, Citra Merek, Nilai Persepsi, Kualitas Pelayanan Yang Mempengaruhi Word Of Mouth Dan Niat Membeli Kembali Yang Di Mediasi Kepuasan Pelanggan Brand “Chatime” Umur 18-24 Tahun Di Bekasi

Authors

  • Muhammad Ikhsan Zaidan Esa Unggul University
  • Edi Hamdi

DOI:

https://doi.org/10.29103/e-mabis.v24i1.988

Keywords:

Price Promotion, Brand Image, Food Quality, Service Quality, Perceived Value, Customer Satisfaction, Word of Mouth

Abstract

Abstrak - Tujuan dari penelitian ini adalah untuk mengetahuiPromosi Harga, Citra Merek, Kualitas Makanan, Nilai Persepsi, Kualitas Pelayanan yang mempengaruhi Word Of Mouth dan Niat Membeli Kembali yang di mediasi Kepuasan Pelanggan brand “Chatime†di umur 18-24 Tahun di Bekasi. Diharapkan penelitian ini memberikan kontribusi pada tataran teori atau 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. Penelitian ini menghasilkan beberapa temuan, pertama Promosi harga berpengaruh positif signifikanterhadap kepuasan pelanggan. Kedua, citra merek berpengaruh positif signifikan terhadap kepuasan pelanggan. Ketiga, kualitas makanan berpengaruh positif tidak signifikanterhadap kepuasan pelanggan. Keempat, kualitas pelayanan berpengaruh positif tidak signifikan terhadap kepuasan pelanggan dan nilai persepsi berpengaruh positif signifikan terhadap kepuasan pelanggan. penelitian ini juga menemukan adanya peran mediasi dari variabel Kepuasan pelanggan, sebagai faktor Promosi harga, Citra merek, Kualitas Makanan, Kualitas Pelayanan mempengaruhi  niat membeli kembali dan Word of mouth melalui Kepuasan Pelanggan. Terdapat implikasi manajerial pada penelitian ini bagi brand “Chatimeâ€, yaitu untuk meningkatkan adanya promosi harga,kualitas makanan,citra merek dan nilai persepsi serta kualitas pelayanan pada pelanggan, dan diharapkan untuk tetap menjaga kualitas dari suatu brand melainkan bisa menjaga ekspetasi pelanggan dan bisa mencapai kepuasan pelanggan dengan pelanggan yang terus meningkat.

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Published

2023-04-29

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Vol. 24 No. 1 (2023): April

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