PENGARUH TRUST SERVICE QUALITY DAN HEDONIC SERTA STORE ATMOSPHERE TERHADAP CUSTOMER RETENTION MELALUI CUSTOMER SATISFACTION PADA PELANGGAN STARBUCKS DI KOTA SAMARINDA --

ABSTRAK
PENGARUH TRUST SERVICE QUALITY DAN HEDONIC ERTA STORE
ATMOSPHERE TERHADAP CUSTOMER RETENTION MELALUI CUSTOMER
SATISFACTION PADA PELANGGAN STARBUCKS DI KOTA SAMARINDA
TANA YUNITA SYAHPUTRI
Penelitian ini bertujuan untuk menganalisa Pengaruh Trust Service Qualiy
Dan Hedonic Serta Store Atmosphere terhadap Customer Retention Melalui
Customer Satisfaction Pada Pelanggan Starbucks Di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang
diolah dengan software SPSS Statistic 23 dan Structural Equation Modelling (SEM)
dengan software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini
berjumlah 154 sampel yang diambil dari pelanggan Starbucks di Kota Samarinda.
Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas dan uji
reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Trust berpengaruh
terhadap Customer Satisfaction, Service Quality berpengaruh tidak signifikan
terhadap Customer Satisfaction, Hedonic berpengaruh signifikan terhadap Customer
Satisfaction, Store Atmosphere Berpengaruh Signifikan terhadap Customer
Satisfaction, Trust berpengaruh tidak signifikan terhadap Customer Retention,
Service Quality berpengaruh Signifikan terhadap Customer Retention, Hedonic
berpengaruh tidak signifikan terhadap Customer Retention, Store Atmosphere
berpengaruh tidak Signifikan terhadap Customer Retention, Customer Satisfaction
berpengaruh Signifikan terhadap Customer Retention pada pelanggan Starbucks di
Kota Samarinda.
Kata Kunci: trust, service quality, hedonic, store atmosphere, customer satisfaction,
customer retention.
ABSTRAK
PENGARUH TRUST SERVICE QUALITY DAN HEDONIC ERTA STORE
ATMOSPHERE TERHADAP CUSTOMER RETENTION MELALUI CUSTOMER
SATISFACTION PADA PELANGGAN STARBUCKS DI KOTA SAMARINDA
TANA YUNITA SYAHPUTRI
This study aims to analyze the effect of Trust Service Quality and Hedonic
and Store Atmosphere on Customer Retention through Customer Satisfaction on
Starbucks Customers in Samarinda City. This study used a quantitative approach
using path analysis which was processed with SPSS Statistic 23 software and
Structural Equation Modeling (SEM) with IBM AMOS 23 software. The samples used
in this study were 154 samples taken from Starbucks customers in Samarinda City.
In this study, instrument tests were carried out which consisted of validity and
reliability tests, assumption tests using estimation tests and structural model fit tests.
Based on the structural model, it can be proven that Trust has an effect on
Customer Satisfaction, Service Quality has an insignificant effect on Customer
Satisfaction, Hedonic has a significant effect on Customer Satisfaction, Store
Atmosphere has a Significant Influence on Customer Satisfaction, Trust has an
insignificant effect on Customer Retention, Service Quality has a Significant Influence
on Customers Retention, Hedonic has no significant effect on Customer Retention,
Store Atmosphere has no significant effect on Customer Retention, Customer
Satisfaction has a Significant effect on Customer Retention for Starbucks customers
in Samarinda City