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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan dan kualitas pengalaman terhadap persepsi nilai, sikap dan loyalitas Kopi Sua di Yogyakarta. Perkembangan bisnis kedai kopi di zaman modern saat ini sedang berkembang pesat, dikarenakan banyaknya bermunculan kafe-kafe dengan konsep yang berbeda-beda. Kedai kopi menjadi salah satu bisnis paling populer dan memiliki pasar yang terus berkembang. Penelitian mengambil objek pelanggan Sua Coffee di Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dan sampel sebanyak 264 responden dengan teknik convenience sampling. Pengujian penelitian disajikan dalam analisis deskriptif dan analisis SEM. Hasil yang diperoleh adalah terdapat pengaruh positif dan signifikan antara variabel kualitas layanan, kualitas pengalaman, persepsi nilai, dan loyalitas.
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References
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- Cambra-Fierro, J. et al. (2019) “What drives consumers’ active participation in the online channel? Customer equity, experience quality, and relationship proneness,” Electronic Commerce Research and Applications, 35, p. 100855. https://doi.org/10.1016/j.elerap.2019.100855
- Evirasanti, M., Rahyuda, K., and Yasa, N. N. K. (2016) “Pengaruh Kualitas Makanan, Kualitas Layanan dan Lingkungan Fisik Terhadap Kepuasan dan Behavioral Intention (Study di Métis Restaurant),” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12(5), pp. 4331–4358. https://ojs.unud.ac.id/index.php/EEB/article/view/24395/16242
- Firmansyah. (2018) “Pengaruh Kualitas Pelayanan dan Perceived Value terhadap Loyalitas Pelanggan dengan Kepuasan,” Management Analysis Journal, 7(1), pp. 120–128.
- Ghozali. (2016) Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
- Hariyono, P. (2015) “Hubungan gaya hidup dan konformitas dengan perilaku konsumtif pada remaja siswa Sekolah Menengah Atas Negeri 5 Samarinda,” eJournal Psikologi, 3(2), pp. 569-578.
- Kasiri, L. A., et al. (2017) “Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty,” Journal of Retailing and Consumer Services, 35, pp. 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
- Limono, G. G., and Semuel, H. (2018) “Pengaruh Experience Quality terhadap Behavioral Intention dengan Perceived Value sebagai Mediasi pada Restaurant Sushi Tei di Surabaya,” Jurnal Strategi Pemasaran, 5(2), pp. 1–10.
- Muala, A. A., and Qurneh, M. A. (2012), “Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism,” American Academic & Scholarly Research Journal, 4(2), pp. 7-21.
- Nawarini, A. T. (2019) “Pengaruh Perceived Value dan Kepuasan pada Loyalitas Pengguna Kartu Seluler di Kota Purwokerto dengan Variabel Variety Seeking sebagai Variabel Moderasi,” Jurnal Ekonomi, Bisnis, Dan Akuntansi, 21(1), pp. 1-10. https://doi.org/10.32424/jeba.v21i1.1294
- Oh, D., Yoo, M. (Myongjee), and Lee, Y. (2019) “A holistic view of the service experience at coffee franchises: A cross-cultural study,” International Journal of Hospitality Management, 82, pp. 68–81. https://doi.org/10.1016/j.ijhm.2019.03.022
- Randi. (2016) “Pengaruh Citra Merek terhadap Minat Beli pada Makanan Fast Food Ayam Goreng (Studi pada Konsumen Texas Chiken Pekanbaru),” JOM FISIP, 3(2), pp. 1-7.
- Setiawan, A., Djuhartono, T., and Sodik, N. (2022) “Pengaruh Kualitas Pelayanan Karyawan terhadap Kepuasan Pelanggan di Gerai Indomaret Kertamukti,” Jurnal Arastirma, 2(1), pp. 116–121.
- Subagio, H., and Saputra, R. (2012) “Pengaruh Perceived Service Quality, Perceived Value, Satisfaction dan Image terhadap Customer Loyalty,” (Studi Kasus Garuda Indonesia). Jurnal Manajemen Pemasaran, 7(1), pp. 42–51. https://doi.org/10.9744/pemasaran.7.1.42-52
- Suhartanto, A. (2018) Pengaruh Kualitas Lingkungan Fisik, Makanan, dan Pelayanan terhadap Kepuasan Pelanggan, Citra Restoran, dan Word of Mouth (Studi Kasus Pada Hotel Manohara Center of Borobudur Study). Universitas Islam Indonesia. Tersedia pada: https://dspace.uii.ac.id/handle/123456789/9871.
- Tanisah, T., and Maftukhah, I. (2015) “The Effects of Service Quality, Customer Satisfaction, Trust, and Perceived Value Towards Customer Loyalty,” Jurnal Dinamika Manajemen, 6(1), pp. 55–61. https://doi.org/10.15294/jdm.v6i1.4296
- Wu, H. C. and Li, T. (2014) “A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioural intentions for heritage tourists,” Journal of Hospitality and Tourism Research, 41(8), pp. 904-944. doi: 10.1177/1096348014525638.
- Yrjölä, M., et al. (2019) “A customer value perspective to service experiences in restaurants,” Journal of Retailing and Consumer Services, 51, pp. 91–101. https://doi.org/10.1016/j.jretconser.2019.05.030
- Yuliawati, Y. (2017) “Pengaruh Motivasi Dan Sikap Terhadap Loyalitas Konsumen Pada Studio Jonas Photo”, Strategic: Jurnal Pendidikan Manajemen Bisnis, 16(2), pp. 11-14. https://doi.org/10.17509/strategic.v16i2.7072
References
Chen, C. F. and Chen, F. S. (2010) “Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists,” Tourism Management, 31(1), pp. 29-35.
Cambra-Fierro, J. et al. (2019) “What drives consumers’ active participation in the online channel? Customer equity, experience quality, and relationship proneness,” Electronic Commerce Research and Applications, 35, p. 100855. https://doi.org/10.1016/j.elerap.2019.100855
Evirasanti, M., Rahyuda, K., and Yasa, N. N. K. (2016) “Pengaruh Kualitas Makanan, Kualitas Layanan dan Lingkungan Fisik Terhadap Kepuasan dan Behavioral Intention (Study di Métis Restaurant),” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 12(5), pp. 4331–4358. https://ojs.unud.ac.id/index.php/EEB/article/view/24395/16242
Firmansyah. (2018) “Pengaruh Kualitas Pelayanan dan Perceived Value terhadap Loyalitas Pelanggan dengan Kepuasan,” Management Analysis Journal, 7(1), pp. 120–128.
Ghozali. (2016) Aplikasi Analisis Multivariete Dengan Program IBM SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hariyono, P. (2015) “Hubungan gaya hidup dan konformitas dengan perilaku konsumtif pada remaja siswa Sekolah Menengah Atas Negeri 5 Samarinda,” eJournal Psikologi, 3(2), pp. 569-578.
Kasiri, L. A., et al. (2017) “Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty,” Journal of Retailing and Consumer Services, 35, pp. 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
Limono, G. G., and Semuel, H. (2018) “Pengaruh Experience Quality terhadap Behavioral Intention dengan Perceived Value sebagai Mediasi pada Restaurant Sushi Tei di Surabaya,” Jurnal Strategi Pemasaran, 5(2), pp. 1–10.
Muala, A. A., and Qurneh, M. A. (2012), “Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism,” American Academic & Scholarly Research Journal, 4(2), pp. 7-21.
Nawarini, A. T. (2019) “Pengaruh Perceived Value dan Kepuasan pada Loyalitas Pengguna Kartu Seluler di Kota Purwokerto dengan Variabel Variety Seeking sebagai Variabel Moderasi,” Jurnal Ekonomi, Bisnis, Dan Akuntansi, 21(1), pp. 1-10. https://doi.org/10.32424/jeba.v21i1.1294
Oh, D., Yoo, M. (Myongjee), and Lee, Y. (2019) “A holistic view of the service experience at coffee franchises: A cross-cultural study,” International Journal of Hospitality Management, 82, pp. 68–81. https://doi.org/10.1016/j.ijhm.2019.03.022
Randi. (2016) “Pengaruh Citra Merek terhadap Minat Beli pada Makanan Fast Food Ayam Goreng (Studi pada Konsumen Texas Chiken Pekanbaru),” JOM FISIP, 3(2), pp. 1-7.
Setiawan, A., Djuhartono, T., and Sodik, N. (2022) “Pengaruh Kualitas Pelayanan Karyawan terhadap Kepuasan Pelanggan di Gerai Indomaret Kertamukti,” Jurnal Arastirma, 2(1), pp. 116–121.
Subagio, H., and Saputra, R. (2012) “Pengaruh Perceived Service Quality, Perceived Value, Satisfaction dan Image terhadap Customer Loyalty,” (Studi Kasus Garuda Indonesia). Jurnal Manajemen Pemasaran, 7(1), pp. 42–51. https://doi.org/10.9744/pemasaran.7.1.42-52
Suhartanto, A. (2018) Pengaruh Kualitas Lingkungan Fisik, Makanan, dan Pelayanan terhadap Kepuasan Pelanggan, Citra Restoran, dan Word of Mouth (Studi Kasus Pada Hotel Manohara Center of Borobudur Study). Universitas Islam Indonesia. Tersedia pada: https://dspace.uii.ac.id/handle/123456789/9871.
Tanisah, T., and Maftukhah, I. (2015) “The Effects of Service Quality, Customer Satisfaction, Trust, and Perceived Value Towards Customer Loyalty,” Jurnal Dinamika Manajemen, 6(1), pp. 55–61. https://doi.org/10.15294/jdm.v6i1.4296
Wu, H. C. and Li, T. (2014) “A study of experiential quality, perceived value, heritage image, experiential satisfaction, and behavioural intentions for heritage tourists,” Journal of Hospitality and Tourism Research, 41(8), pp. 904-944. doi: 10.1177/1096348014525638.
Yrjölä, M., et al. (2019) “A customer value perspective to service experiences in restaurants,” Journal of Retailing and Consumer Services, 51, pp. 91–101. https://doi.org/10.1016/j.jretconser.2019.05.030
Yuliawati, Y. (2017) “Pengaruh Motivasi Dan Sikap Terhadap Loyalitas Konsumen Pada Studio Jonas Photo”, Strategic: Jurnal Pendidikan Manajemen Bisnis, 16(2), pp. 11-14. https://doi.org/10.17509/strategic.v16i2.7072