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All Journal Jurnal Ekonomi dan Bisnis Panorama Nusantara
Sinthon L. Siahaan
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Economics, Econometrics & Finance

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PENGARUH SUASANA DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI OBJ COFFEE Muhammad Firly Margi; Sinthon L. Siahaan
Jurnal Ekonomi dan Bisnis Vol. 2 No. 5 (2024): Mei
Publisher : ADISAM PUBLISHER

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Abstract

This research aims to analyze the influence of ambiance and brand image on customer loyalty through customer satisfaction at Obj Coffee. The research method used is quantitative with a survey approach. Data was collected through questionnaires distributed to 100 randomly selected Obj Coffee customers. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results show that the café's ambiance has a positive and significant impact on customer satisfaction. Similarly, brand image also has a positive and significant effect on customer satisfaction. Customer satisfaction itself is proven to have a positive and significant impact on customer loyalty. Furthermore, both ambiance and brand image indirectly influence customer loyalty through customer satisfaction as a mediating variable. This study concludes that to enhance customer loyalty, Obj Coffee needs to focus on creating a comfortable café ambiance and improving a positive brand image. Customer satisfaction plays a crucial role as a mediator connecting ambiance and brand image with customer loyalty.
PENGARUH KUALITAS PELAYANAN, LOKASI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN TAMU MENGINAP DI THE SULTAN HOTEL AND RESIDENCE JAKARTA KOMARA, ANJAS HASBULLAH; Sinthon L. Siahaan
Panorama Nusantara Vol 19 No 1 (2024): PANORAMA NUSANTARA
Publisher : Panorama Nusantara

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Tujuan dari penelitian ini adalah untuk menganalisis dan mengetahui pengaruh kualitas pelayanan, lokasi dan persepsi harga terhadap keputusan menginap di The Sultan Hotel and Residence Jakarta. Data dikumpulkan pada rentang waktu bulan Oktober 2023 hingga Januari 2024 melalui survei terhadap 100 responden yang menginap, menggunakan metode analisis data deskriptif kuantitatif yang mana telah diilakukan pengujian secara valid dan reliabel. Peneliti mengaplikasikan IBM SPSS 29 guna menganalsis data. Temuan penelitian menunjukkan bahwa konsumen mengambil keputusan untuk menginap secara parsial dan simultan dipengaruhi dengan signifikan oleh variabel lokasi, persepsi harga, dan kualitas pelayanan.
Co-Authors KOMARA, ANJAS HASBULLAH Muhammad Firly Margi