Dian, Wahyu and Karnadi, karnadi and Randika, Fandiyanto (2024) Pengaruh cita rasa promosi media sosial dan harga terhadap loyalitas pelanggan cafe green house dengan kepuasan pelanggan sebagai variabel intervening. Jurnal Mahasiswa Entrepreneurship, 3 (3). pp. 436-448. ISSN 2964-898X (Submitted)
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Abstract
Hasil uji hipotesis pengaruh langsung menggunakan aplikasi Smart PLS 3.0. Cita rasa berpengaruh positif signifikan terhadap Kepuasan pelanggan (H1 diterima), Promosi media sosial berpengaruh positif nemun tidak signifikan terhadap Kepuasan pelanggan (H2 ditolak), Harga berpengaruh positif signifikan terhadap Kepuasan pelanggan (H3 diterima), Cita rasa berpengaruh positif namun tidak signifikan terhadap Loyalitas pelanggan (H4 ditolak), Promosi media sosial berpengaruh positif signifikan terhadap Loyalitas pelanggan (H5 diterima), Harga berpengaruh positif namun tidak signifikan terhadap Loyalitas pelanggan (H6 ditolak), Kepuasan pelanggan berpengaruh positif signifikan terhadap Loyalitas pelanggan (H7 diterima), Cita rasa berpengaruh positif namun tidak signifikan terhadap Loyalitas pelanggan melalui Kepuasan pelanggan (H8 ditolak), Promosi media sosial berpengaruh positif namun tidak signifikan terhadap Loyalitas pelanggan melalui Kepuasan pelanggan (H9 ditolak), dan Harga berpengaruh positif namun tidak signifikan terhadap Loyalitas pelanggan melalui Kepuasan pelanggan (H10 ditolak) Results of direct influence hypothesis testing using the Smart PLS 3.0 application.Taste has a significant positive effect on customer satisfaction (H1 is accepted),Social media promotion has a positive but not significant effect on customer satisfaction (H2 is rejected),Price has a significant positive effect on customer satisfaction (H3 is accepted),Taste has a positive but not significant effect on customer loyalty (H4 is rejected),Social media promotion has a significant positive effect on customer loyalty (H5 is accepted),Price has a positive but not significant effect on customer loyalty (H6 is rejected),Customer satisfaction has a significant positive effect on customer loyalty (H7 is accepted),Taste has a positive but not significant effect on customer loyalty through customer satisfaction (H8 is rejected),Social media promotion has a positive but not significant effect on customer loyalty through customer satisfaction (H9 is rejected), AndPrice has a positive but not significant effect on customer loyalty through customer satisfaction (H10 is rejected).
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | DIAN WAHYU NILAWATI |
| Date Deposited: | 14 Oct 2024 08:10 |
| Last Modified: | 14 Oct 2024 08:10 |
| URI: | http://repository.unars.ac.id/id/eprint/2523 |
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