Kepuasan Konsumen dan Minat Beli Ulang Generasi Y pada Coffee Shop di Surabaya, dengan Coffee Presentation sebagai Variabel Moderasi

David Kristianto(1*),


(1) 
(*) Corresponding Author

Abstract


Penulisan ini bertujuan untuk menganalisa pengaruh physical dining environment terhadap kepuasan konsumen dan minat beli ulang generasi Y pada coffee shop di Surabaya dengan coffee presentation sebagai variabel moderasi. Penulisan dilakukan dengan menyebar kuesioner kepada 430 responden kelompok gen Y berusia berusia 23-38 tahun.

Hasil penelitian menunjukan bahwa physical dining environment memiliki pengaruh positif tetapi tidak signifikan terhadap minat beli ulang konsumen di coffee shop. Coffee presentation tidak terbukti sebagai moderator dari pengaruh physical dining environment terhadap minat beli ulang. Coffee presentation terbukti sebagai kuasi moderasi antara kepuasan konsumen dan minat beli ulang konsumen. Hal ini dikarenakan coffee presentation secara tidak langsung dapat mendorong kepuasan konsumen coffee shop dan membuat konsumen tertarik untuk membeli kembali. Kepuasan konsumen di coffee shop berpengaruh positif dan signifikan terhadap minat beli ulang di coffee shop. Kepuasan konsumen sebagai mediasi antara physical dining environment dan minat beli ulang.

Kata kunci: Generasi Y, Physical Dining Environment, Coffee Shop, Coffee Presentation, Kepuasan Konsumen, Minat Beli Ulang


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References


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