PENGARUH STRATEGI PREMIUM PRICE TERHADAP CUSTOMER SATISFACTION DIMEDIASI CUSTOMER EXPERIENCE PADA LET IT FLOW DI JEMBER
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Abstract
Perkembangan industri coffe shop ditandai dengan banyaknya pengusaha yang berjualan coffe shop. Saat ini setiap jenis usaha coffe shop bersaing untuk memperoleh konsumen dengan menawarkan berbagai keunikan produk tersebut. Penelitian ini dilakukan di Let it Flow Jember. Penelitian ini bertujuan untuk mengetahui pengaruh antara premium price terhadap customer satisfaction dan pengaruh customer experience terhadap customer satisfaction. Penelitian ini juga mengukur mediasi yang dilakukan customer experience terhadap premium price dan customer satisfaction. Penelitian ini tidak diketahui populasinya dengan jelas dikarenakan belum menggunakan pencatatan sempurna sehingga untuk penentuan sampel menggunakan perkalian dengan indikator yang menunjukkan bahwa sampel sebanyak 120 responden.Penelitian ini menggunakan metode analisis structural equation model (SEM-PLS) dengan hasil penelitian bahwa variabel premium price berpengaruh positif dan signifikan terhadap customer satisfaction dan customer experience sedangkan untuk variabel customer experience berpengaruh positif dan signifikan terhadap customer satisfaction. Untuk variabel mediasi dapat diketahui bahwa customer experience dapat melakukan mediasi hubungan antara premium price dan customer satisfaction.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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