PENGARUH ATMOSFER, PERSEPSI KUALITAS SERVICE, KUALITAS MENU TERHADAP NIAT UNTUK BERPERILAKU MELALUI KEPUASAN (STUDI KASUS PADA KEDAI KOPI GUBUK SEKAWAN MAGELANG)

PAMUNGKAS, AJAR WICAKSONO (2013) PENGARUH ATMOSFER, PERSEPSI KUALITAS SERVICE, KUALITAS MENU TERHADAP NIAT UNTUK BERPERILAKU MELALUI KEPUASAN (STUDI KASUS PADA KEDAI KOPI GUBUK SEKAWAN MAGELANG). Other thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRACT Along with the growing number of coffee shops that exist in Magelang, it can be said that competition in the industry is getting heavy. Therefore, an effort is necessary in order that a coffee shop can survive in the industry. One attempt to do is create a marketing strategy-oriented consumers who strive to provide satisfaction of customer needs and wants. This study contains about quality of service, food quality, and the atmosphere is thought to have an influence on behavioral intentions with customer satisfaction as a mediating variable. Specifically, this study wants to examine whether atmospheric, service quality and food quality as important considering in forming the behavioral intentions in Kedai Kopi Gubuk Sekawan Magelang. Survey is a method conducted to collect the data by questionnaire. The study was conducted by distributing questionnaires to 200 visitors who made a purchase in the Kedai Kopi Gubuk Sekawan Magelang. The observations can be analyzed using Structural Equation Model (SEM). The result shows that atmospheric has a significant influence to customer satisfaction, atmospheric also has a significant influence directly to behavioral intentions. Service quality and food quality also have significant influence to customer satisfaction. Other results show that Kedai Kopi Gubuk Sekawan customer satisfaction has a significant influence on behavioral intentions. In this research, both limitation and implication are also discussed in order to give inside toward theoretical, practical and further research aspects. Keywords: Atmospheric, service quality, food quality, customer satisfaction, and behavioral intentions.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Lembaga Penelitian dan Pengabdian Kepada Masyarakat - LPPM
    Depositing User: Nurrahma Restia
    Date Deposited: 03 May 2014 17:47
    Last Modified: 03 May 2014 17:47
    URI: https://eprints.uns.ac.id/id/eprint/12407

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