Word-of-mouth Pelanggan Kedai Kopi Lokal: Bagaimana Peran Customer Satisfaction dan Product Involvement?
Keywords:
Product Involvement, Brand Image, Revisit Intention, Customer Satisfaction, Word-of-mouth, Kedai Kopi LokalAbstract
Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi word-of-mouth kedai kopi lokal. Ada empat variabel yang digunakan untuk mengukur, termasuk product involvement, brand image, revisit intention, customer satisfaction, dan word-of-mouth. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan April-Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik purposive sampling. Total responden dalam penelitian ini adalah 250 yang terdiri dari 150 orang laki-laki dan 100 orang perempuan. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya, variabel brand image dan revisit intention berpengaruh secara positif dan signifikan terhadap word of mouth. Sedangkan variabel customer satisfaction dan product involvement tidak memiliki pengaruh yang signifikan terhadap word-of-mouth.
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Copyright (c) 2020 Adam Mualim, Argo Wiranata Prasetya, Dwi Setiyawarso, Elia Berliana Manullang, Syifa Adzkia, Usep Suhud
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