BAGUS MAULINO HILYAWAN (2024) THE INFLUENCES OF MUSIC SOUNDSCAPE, SERVICESCAPE, AMBIENCE, AND ICONIC CAFÉ IMAGE ON CUSTOMER ENGAGEMENT AND REVISIT DECISION TO EWOM THROUGH CUSTOMER EXPERIENCE ON COFFEE SHOPS IN YOGYAKARTA. S1 thesis, Universitas Muhammadiyah Yogyakarta.
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Abstract
Variabel yang digunakan dalam penelitian ini meliputi music soundscape, servicescape, ambiance, iconic cafe image, customer experience, customer revisit decision, customer engagement, electronic word of mouth. Penelitian ini menggunakan metode non-probability sampling yaitu purposive sampling dengan melibatkan 227 responden yang merupakan pengguna merek Wuling Indonesia. Data penelitian ini dikumpulkan melalui metode kuesioner online menggunakan Google Forms yang disebarkan melalui aplikasi Facebook, WhatsApp, dan Telegram. Teknik analisis data kuantitatif dalam penelitian ini menggunakan structural equality model (SEM) dengan bantuan software AMOS. Hasil penelitian membuktikan bahwa Music Soundscape berpengaruh signifikan terhadap Customer Experience, Service quality berpengaruh signifikan terhadap Customer Experience, Ambiance berpengaruh positif terhadap Customer Experience. Citra Iconic Café berpengaruh positif terhadap Customer Experience. Kepuasan Customer Experience berpengaruh signifikan terhadap Customer Revisit Decision. Customer experience secara keseluruhan lebih mungkin memicu engagement konsumen. Customer Revisit Decision mempengaruhi Electronic Word of Mouth Customer Engagement berpengaruh positif terhadap eWOM.
Item Type: | Thesis (S1) |
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Uncontrolled Keywords: | Store Atmosphere, Customer Experience, Customer Engagement, EWOM, SPSS-AMOS |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen S1 |
Depositing User: | Bima |
Date Deposited: | 31 Jul 2024 07:12 |
Last Modified: | 31 Jul 2024 07:12 |
URI: | https://etd.umy.ac.id/id/eprint/47375 |