Pengaruh Service Experience pada Brand Attitude dimediasi oleh Arousal dan Satisfaction di Distro Phillipworks Yogyakarta
DOI:
https://doi.org/10.31316/ubmj.v2i2.4825Keywords:
service experience, arousal, satisfaction, brand attitudeAbstract
Abstract
Tujuan: Tujuan penelitian ini untuk menguji hubungan antara variabel service experience terhadap brand attitude secara langsung dan tidak langsung melalui variabel arousal dan satisfaction pada konsumen Phillipworks
Metodologi: Penelitian ini dilakukan pada konsumen Phillipworks Yogyakarta yang pernah membeli produk Phillipworks dengan 100 sampel. Instrumen yang digunakan adalah kuesioner. Teknik analisis data yang digunakan uji parsial, uji regresi dan uji sobel.
Temuan: Dari hasil penelitian menunjukkan bahwa service experience berpengaruh terhadap brand attitude secara langsung, adapun variabel arousal dan satisfaction mampu memediasi hubungan antara service experience terhadap brand attitude pada konsumen Phillipworks.
Orisinalitas: Penelitian ini merujuk pada subjek yang baru untuk dijadikan bahan penelitian.
Keterbatasan penelitian: Responden dalam penelitian ini hanya mencangkup konsumen yang pernah mengunjungi dan membeli produk dari distro Phillipworks.
Implikasi praktis: Penelitian ini memberikan masukan bagi distro Phillipworks untuk memberikan produk yang berbeda dari yang lain karena konsumen ingin berbeda dengan yang lain. Lebih memperhatikan desain layout untuk menarik konsumen dalam berkunjung. Memberikan harga yang sesuai dengan keinginan konsumen.
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