Pengaruh Satisfaction Dan Trust Terhadap Minat Beli Ulang Konsumen Starbucks Buah Batu Bandung

Abstract

Abstrak Coffee shop di kota Bandung terus mengalami pertumbuhan, sehingga persaingan dibidang café semakin ketat. Starbucks sebagai coffee shop perlu mempertahankan keunggulan kompetitif. Starbucks perusahaan yang telah mendapat beberapa penghargaan dan pengakuan dunia soal kualitasnya untuk mempertahankan kepuasan dan kepercayaan pelanggannya sehingga memiliki minat beli ulang akan produk Starbucks. Tujuan penelitian ini untuk mengetahui dan menganalisis bagaimana satisfaction dan trust pelanggan pada Starbucks Buah Batu, serta besarnya pengaruh secara simultan dan parsial terhadap minat beli ulang konsumen Starbucks Buah Batu. Penelitian ini menggunakan metode kuantitatif. Populasi dan sampel menggunakan purposive sampling dengan 100 responden. Teknik analisis data menggunakan metode analisis deskriptif dan analisis regresi linear berganda. Berdasarkan analisis deskriptif variabel satisfaction sebesar 83% dan trust sebesar 82,27%. Hasil analisis regresi linear berganda variabel satisfaction dan trustsecara simultan berpengaruh positif terhadap minat beli ulang konsumen. Secara parsial satisfaction dan trust berpengaruh positif signifikan terhadap minat beli ulang konsumen. Hasil koefisien determinasi (R2 ) 55,2% sedangkan sisanya 44,8% dipengaruhi faktor lain yang tidak diteliti seperti harga, promosi, store atmosphere dan brand image. Kata Kunci : Minat Beli Ulang Konsumen, Satisfaction, Starbucks Buah Batu Bandung dan Trust Abstract Coffee shops in Bandung continue to experience growth, so the competition in the café sector is getting tougher. Starbucks as a coffee shop needs to maintain a competitive edge. Starbucks is a company has received several awards and world recognition for its quality to maintain customer satisfaction,trust so that it has a repurchase intention in Starbucks products. The purpose of this study was to determine and analyze how customer satisfaction and trust at Starbucks Buah Batu, as well as the magnitude of influence simultaneously and partially on repurchase intention in Starbucks Buah Batu. This research uses quantitative methods. Population and sample using purposive sampling with 100 respondents. The data analysis technique used descriptive analysis method and multiple linear regression analysis. Based on descriptive analysis, the variable satisfaction is 83% and the trust is 82.27%. The results of multiple linear regression analysis, simultaneously, the satisfaction, trust have a positive effect on repurchase intention. Partially, satisfaction, trust have a significant positive effect on repurchase intention. The result of the coefficient of determination (R2) is 55.2%, while the remaining 44.8% is influenced by other factors not examined such as price, promotion, storeatmosphere, brand image. Keywords: Repurchase Intention, Satisfaction, Starbucks Buah Batu, Trust