Pengaruh Kualitas Layanan dan Layanan Lingkungan Terhadap Niat Perilaku dan Persepsi Produk yang Dimediasi Oleh Kepuasan Emosional

Fachreza  Suganda; Ratna  Roostika

doi:10.36418/syntax-literate.v7i9.13733

Fachreza Suganda Universitas Islam Indonesia, Yogyakarta, Indonesia
Ratna Roostika Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Sleman, Special Region of Yogyakarta Indonesia

DOI: https://doi.org/10.36418/syntax-literate.v7i9.13733

Keywords: Kualitas Layanan, Layanan Lingkungan, Kepuasan Emosional, Niat Perilaku, Persepsi Produk

Abstract

Penelitian ini bertujuan untuk menentukan hubungan dan pengaruh penelitian antara kualitas layanan, layanan lingkungan, kepuasan emosional, niat perilaku, dan persepsi produk. Data yang akan disajikan dalam penelitian ini diperoleh dari hasil distribusi kuesioner kepada 250 responden yang merupakan pelanggan dari sebelas kedai kopi di Yogyakarta. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah pengambilan sampel non-probabilitas dengan metode pengambilan sampel purposif. Penelitian ini menggunakan pengambilan sampel purposif karena memerlukan kriteria khusus untuk sampel yang diambil sehingga dapat menjawab masalah penelitian dan memberikan nilai yang representatif. Pengujian hipotesis dalam penelitian ini menggunakan analisis Model Persamaan Struktural (SEM) dengan bantuan perangkat lunak AMOS 24. Hasil penelitian ini menunjukkan adanya pengaruh antara variabel kualitas layanan, layanan lingkungan, kepuasan emosional, niat perilaku, dan persepsi produk.

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