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All Journal ProBisnis : Jurnal Manajemen The Es Economics and Entrepreneurship
Oktaviani, Miranda
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Kewirausahaan Umkm Kuliner (Studi Kasus Rumah Makan Mister Geprek Di Bandar Lampung) Chintana, Andayu Juhawa; Oktaviani, Miranda; Amelia, Tiara
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Tujuan penelitian ini adalah untuk melihat bagaimana kualitas pelayanan berdampak pada kepuasan pelanggan di rumah makan Mister Geprek. Untuk mengukur kualitas pelayanan, ada lima dimensi utama: kepercayaan (keandalan), responsivitas (daya tanggap), ketangkasan (bukti fisik), keyakinan (jaminan), dan empati. Penelitian ini menggunakan pendekatan kuantitatif. 38 resonden disurvei. Persepsi pelanggan terhadap kualitas pelayanan dan tingkat kepuasan mereka diukur dengan kuesioner dengan skala Likert 1-5. Hasil penelitian menunjukkan bahwa kepuasan pelanggan secara signifikan dipengaruhi oleh kualitas pelayanan, dengan dimensi jaminan—juga dikenal sebagai jaminan—memiliki pengaruh yang paling besar.  Studi ini memberikan saran praktis bagi pengelola rumah makan Mister Geprek tentang bagaimana meningkatkan kualitas layanan, terutama dalam hal jaminan dan daya tanggap, sehingga meningkatkan loyalitas pelanggan.
The Influence of Brand Awareness and Product Quality on Consumer Purchasing Decisions at Nuju Coffee Bandar Lampung : (Study on Students of the Faculty of Economics and Business University of Bandar Lampung) Oktaviani, Miranda; Andala Rama Putra Barusman
The Es Economics and Entrepreneurship Vol. 3 No. 03 (2025): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v3i03.444

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), product quality, price, and store atmosphere on purchasing decisions through brand equity among Nuju Coffee consumers in Bandar Lampung. A quantitative approach is used in this study with the Partial Least Square-Structural Equation Modeling method (PLS-SEM). Data were collected through questionnaires from 280 respondents selected using purposive sampling from the population of students at the Faculty of Economics and Business, University of Bandar Lampung. The research results show that E-WOM, product quality, and store atmosphere significantly influence brand equity, while price does not have a significant impact. Brand equity also proves to have a significant effect on purchase decisions. Indirectly, E-WOM, product quality, and store atmosphere influence purchase decisions through brand equity, while price does not have an impact through this pathway. This research provides strategic recommendations for Nuju Coffee to enhance consumer experience through the optimization of brand equity and relevant dimensions such as E-WOM and store atmosphere.
Co-Authors Amelia, Tiara Andala Rama Putra Barusman Chintana, Andayu Juhawa