PENGARUH CUSTOMER EXPERIENCE, SERVICESCAPE, DAN SERVICE QUALITY TERHADAP KEPUASAN PELANGGAN TRIBE KOPI KOTA KEDIRI
DOI:
https://doi.org/10.29407/tv7fz172Keywords:
Customer Experience, Servicescape, Service Quality, Kepuasan Pelanggan, Kedai KopiAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh customer experience, servicescape, dan service quality terhadap kepuasan pelanggan Tribe Kopi di Kota Kediri menggunakan pendekatan kuantitatif kausal dengan purposive sampling dan kuesioner berskala Likert. Data dianalisis melalui regresi linear berganda setelah seluruh instrumen dinyatakan valid, reliabel, dan memenuhi asumsi klasik. Hasil menunjukkan ketiga variabel berpengaruh positif dan signifikan secara parsial maupun simultan terhadap kepuasan pelanggan, dengan service quality sebagai variabel paling dominan. Temuan ini menegaskan bahwa kepuasan pelanggan merupakan konstruk multidimensional yang terbentuk dari interaksi antara kualitas pelayanan, lingkungan fisik, dan pengalaman pelanggan. Kebaruan penelitian ini terletak pada pengujian integratif ketiga variabel tersebut secara simultan pada coffee shop lokal di kota berkembang yang selama ini belum banyak dieksplorasi sehingga menghasilkan model pembentukan kepuasan pelanggan yang lebih komprehensif dan relevan bagi pengembangan literatur manajemen pemasaran jasa di Indonesia.
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