比较atmosphere商店对万隆咖啡店顾客忠诚的影响

C. Gunawan
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引用次数: 6

摘要

如今,印尼咖啡业的增长,尤其是万隆市的增长,更值得深入研究。本研究旨在确定万隆市咖啡店的商店氛围和顾客忠诚度,以及其影响程度,万隆市的咖啡店顾客忠诚度也存在差异。在这项研究中,研究人员采用了定量的方法,研究的类型是描述性因果关系。抽样采用非概率方法,有目的的抽样类型,由五家咖啡店中的每一家的20名受访者进行。通过描述性分析、简单回归分析和单因素方差分析,结果表明,商店氛围对咖啡店顾客忠诚度有显著影响。此外,本研究发现,商店氛围对顾客忠诚度的影响为38.8%,而其他因素在本研究中没有影响61.2%。这项研究还表明,咖啡店的顾客忠诚度没有差异。研究人员得出结论,万隆这五家咖啡店的店铺氛围和顾客忠诚度已被列入优秀类别。然而,这五家咖啡店需要从商店氛围的侧面引领不同的独特性。这件事是必要的,让顾客感受到与其他人不同的商店氛围,从而成为咖啡店的独特之处。这项研究希望为五家被调查的咖啡店和咖啡店企业家提供投入,并为进一步研究提供信息。
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Analisis perbandingan pengaruh store atmosphere terhadap loyalitas pelanggan coffee shop di Bandung
Nowadays, increasing in the Indonesia coffee industry, especially in Bandung city, is more interesting to be researched more deeply. This research was conducted to determine store atmosphere and customer loyalty at coffee shops in Bandung city, how much impact it has, also there is a difference in customer loyalty at coffee shops in Bandung city. In this research, researchers use a quantitative method, with the type of research is descriptive-causality. Sampling was used non-probability method, with purposive sampling type, by 20 respondents in each of the five coffee shops. By using descriptive analysis, simple regression analysis, and one-way ANOVA methods, the results show that store atmospheres significantly affect customer loyalty at coffee shops. Besides that, this research found that store atmospheres have an effect of 38,8% on customer loyalty and other factors that do not in this research effect of 61,2%. This research also shows that there is no difference in customer loyalty at coffee shops. Researchers concluded that store atmosphere and customer loyalty at these five coffee shops in Bandung, already included in the excellent category. However, these five coffee shops need to lead a different uniqueness from the side of store atmospheres. This matter is necessary, so customers feel a different store atmosphere from others, thus becomes the uniqueness of coffee shops. This research expects to provide input for five coffee shops that researched and coffee shop entrepreneurs, as well as being information for further study.
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