DOI: https://doi.org/10.9744/pemasaran.13.1.1-7

PENGARUH STORE LAYOUT DAN FOOD QUALITY TERHADAP MINAT BELI ULANG DAN CUSTOMER SATISFACTION PADA READY TO EAT BAKERY

Amadea Rahma Pambudi

Abstract


Penelitian membahas pengaruh dari store layout dan food quality terhadap minat beli ulang dengan memper­timbangkan faktor customer satisfaction (Fulfillment, Pleasure, Ambivalance) pada ready to eat bakery Surabaya. Sampel penelitian ini berjumlah 100 responden pelanggan ready to eat bakery Surabaya. Hasil penelitian ini menunjukan bahwa store layout (X1) dengan dimensi alokasi luas ruangan yang tepat (X1.1) tidak berpengaruh signifikan terhadap customer satisfaction (Y), food quality (X2) dengan dimensi presentation (X2.2) berpengaruh secara positif dan signifikan terhadap customer satisfaction (Y), dan customer satisfaction(Y)dengan dimensi pleasure (Y1.2) berpengaruh secara positif dan signifikan terhadapminat beli ulang (Z) dengan dimensi minat transaksional (Z1.1).

Keywords


Ready to eat bakery; store layout; food quality; customer satisfaction; minat beli ulang

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DOI: https://doi.org/10.9744/pemasaran.13.1.1-7



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