Antesden dan Konsekuensi dari Customer Satisfaction pada Industri Coffeeshop di Lampung, Indonesia
Abstract
Indonesia merupakan negara produsen dan pelaku ekspor kopi terbesar ke-4 di dunia, namun konsumsi kopi domestik masih rendah yang diakibatkan orang Indonesia secara historis lebih menyukai teh daripada kopi. Tujuan dalam penelitian ini adalah untuk mengetahui Pengaruh Brand image (brand image) terhadap Customer satisfaction (kepuasan konsumen). Penelitian menggunakan pengujian hipotesis, bertujuan menguji pengaruhnya terhadap variabel independen yaitu brand image, café atmosphere, instagram marketing activities, product quality dan price fairness terhadap variabel dependen yaitu customer loyalty melalui variable customer satisfaction. Brand image tidak berpengaruh signifikan terhadap customer satisfaction. Cafe atmosphere berpengaruh signifikan dan positif terhadap customer satisfaction.
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