Pengaruh Perceived Quality terhadap Kepuasan Pelanggan dan Intention to Revisit pada Coffee Shop Kopi Nalar

Penjualan Kopi Nalar cenderung menurun setiap tahunnya, bahkan secara pertumbuhan masih stagnan. Hal ini didukung dengan jumlah pengunjung yang fklutuatif bahkan cenderung mengalami penurunan tiap bulannya dalam satu tahun terakhir. Hal ini dipengaruhi oleh persepsi pelanggan bahwa kopinya tidak recommended, pelayan kurang ramah, dan lain-lain. Penelitian ini bertujuan untuk mengetahui pengaruh perceived product quality, perceived service quality, dan perceived experience quality terhadap customer satisfaction dan intention to revisit pada coffee shop Kopi Nalar. Penelitian ini menggunakan Structural Equation Model (SEM) karena model penelitian bersifat multivariabel. Hasil survey yang digunakan berupa kuesioner kepada 150 responden yang merupakan pelanggan Kopi Nalar. Hasil penelitian menunjukkan bahwa perceived service quality, berpengaruh positif signifikan terhadap customer satisfaction dan intention to revisit. Sementara perceived product quality berpengaruh positif tidak signifikan terhadap customer satisfaction dan intention to revisit, dan perceived experience quality berpengaruh positif signifikan terhadap customer satisfaction tapi tidak signifikan terhadap intention to revisit pada coffee shop Kopi Nalar. ================================================================================================ Kopi Nalar sales tend to decline every year, even as growth is still stagnant. This is supported by the number of visitors who are qualified and even tend to decrease every month in the past year. This is influenced by customer perceptions that the coffee is not recommended, the waiter is not friendly, etc. This study aims to determine the effect of perceived product quality, perceived service quality, and perceived experience quality on customer satisfaction and intention to revisit the Kopi Nalar coffee shop. This study uses the Structural Equation Model (SEM) because the research model is multivariable. The survey results were used with the distribution of questionnaires to 150 respondents who were the customers of Kopi Nalar. The results showed that perceived service quality had a significant positive effect on customer satisfaction and intention to revisit. While perceived product quality has a positive and insignificant effect on customer satisfaction and intention to revisit, and perceived experience quality has a significant positive effect on customer satisfaction but not significantly on intention to revisit at Kopi Nalar coffee shop