Pengaruh Sense, Feel, Think, Act, Relate dan Brand Image terhadap kepuasan pelanggan di PaperCup Coffee Surabaya

Amalia, Devi Dian (2019) Pengaruh Sense, Feel, Think, Act, Relate dan Brand Image terhadap kepuasan pelanggan di PaperCup Coffee Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

The development of the coffee shop business in Indonesia is growing and developing in the city of Surabaya. One of the coffee shops in Surabaya is PaperCup Coffee which is located at Jalan Kayun No 48, Bandar Surabaya. This research want to know the effect of sense, feel, think, act, relate and brand image on customer satisfaction at PaperCup Coffee Surabaya. The sampling method is purposive sampling method using a questionnaire to 150 respondents who are customers of PaperCup Coffee Surabaya with term (1) male or female; (2) ages 17 – 45 years; (3) make purchases at least 1 (one) time. This research was tested using Validity Test, Reliability Test, Classical Assumption Test (Multicollinearity Test, Heterocedasticity Test and Normality Test), Multiple Linear Regression Test, Determinant Coefficient and t Test. In the t test, the results of the research variables are sense (X1) = 1,030 < 1,977 with a significant level of 0.305> 0.050 which means that the sense does not have a significant affect on customer satisfaction at PaperCup Coffee Surabaya, feel variable (X2) = 0.953 < 1.977 with a significant level of 0.342> 0.050 which means feel does not have a significant effect on customer satisfaction at PaperCup Coffee Surabaya, think variable (X3) = 1.158 < 1.977 with a significant level of 0.249> 0.050 which means that think does not have a significant affect on customer satisfaction at PaperCup Coffee Surabaya, act variable (X4) = 3.244 > 1.977 with a significant level of 0.001 < 0.050 which means that the act has a significant effect on customer papacy in Surabaya PaperCup, the relate variable (X5) = 2.530> 1.977 with a significant level of 0.012 < 0.050 which means that the relate has a significant affects customer satisfaction in PaperCup Coffee Surabaya, and brand variables image (X6) = 1.942 < 1.977 with a significant level of 0.054> 0.050 meaning that brand image does not have a significant affect on customer satisfaction at PaperCup Coffee Surabaya. The researcher concluded that the act and relate had an effect on customer satisfaction at PaperCup Coffee Surabaya, while the sense, feel, think, and brand image had no effect on customer satisfaction at PaperCup Coffee Surabaya.

Item Type:

Thesis (Undergraduate)

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