Rachmawati, Mita (2021) ANALISIS PENGALAMAN PELANGGAN DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI KOPI “JOKOPI” PADA MASA PANDEMI COVID-19. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
This research was conducted at the JOKOPI coffee shop on Jalan Ketabang Kali Surabaya with the purpose of analyzing the effect of customer experience and brand equity on purchasing decisions during the Covid-19 pandemic. The number of respondents used 100 people who are customers of the JOKOPI coffee shop. The analysis used in this research is customer experience, brand equity and purchasing decisions using SEM WarpPLS 7.0 method. Customer experience using 25 indicators of assessment, 15 indicators of brand equity and 9 indicators of purchasing decisions. From the results of the analysis using SEM WarpPLS 7.0, it was found that customer experience had the most influence on purchasing decisions at JOKOPI coffee shops. The experiences received by coffee shop consumers include the taste and quality of processed coffee drinks in accordance with the costs incurred by consumers, good and fast service, the convenience provided by coffee shops to consumers to get coffee drink products quickly, the design of coffee shop make customer interesting and want to always visit, either visiting alone or inviting relatives, good service and the ease of obtaining information about coffee shops can be obtained by consumers easily and quickly. These various customer experiences greatly influence consumers to make purchasing decisions to repeat purchases. Keyword : Coffee shop, Customer Experience, Brand Equity, Purcashing Decisions, SEM WARP PLS 7.0
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries | ||||||||||||
| Divisions: | Faculty of Agriculture | ||||||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||||||
| Date Deposited: | 10 Jun 2021 08:47 | ||||||||||||
| Last Modified: | 10 Jun 2021 08:47 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1919 |
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