Keywords
experience quality
loyalty
How to Cite
Abstract
Penelitian ini bertujuan untuk menjelaskan penilaian holistik terhadap kualitas pelayanan dan kualitas pengalaman pengunjung kedai Kopi Klothok di Yogyakarta. Adanya sejumlah pesaing dalam lingkup bisnis yang sama membuat konsumen lebih detail dalam menentukan keunggulan rasa dan kualitas seperti yang diharapkan. Selama dekade terakhir, kedai kopi telah memainkan peran penting sebagai segmen yang muncul dari industri jasa makanan dan minuman di Yogyakarta. Sampel yang digunakan dalam penelitian ini berjumlah 260 responden yang berkunjung ke Kopi Klotok Yogyakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Teknik analisis statistik yang digunakan adalah analisis SEM dengan bantuan software pengolah data AMOS versi 22. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan terhadap kualitas layanan, kualitas pengalaman, nilai yang dirasakan, sikap, dan loyalitas.
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