Kembali | Vol 6, No 1 (2017)
Article
Ratri Prihananti dan Wiyono
Abstract
Along with the growing number of coffe shops that exist in Surakarta, it can be said that competition in the industry is getting heavy. Therefore, an effort is necessary in order that a coffe shop can survive in the industry. One attempt to do is create a marketing strategy-oriented consumers who strive to provide satisfaction on costumers needs and wants. This study contains about quality of service, price, and the atmosphere is thought to have an influence on behavioral intentions with customer satisfaction as a mediating variable. Specifically, this study wants to examine whether atmospheric, service quality and price as important considering in forming the behavioral intentions in Kedai Tradisi Kopi Surakarta. Survey is method conducted to collect the data by questionaire. The study was conducted by distributing questionnaires to 200 visitors who made a purchase in the Kedai Tradisi Kopi Surakarta. The observation can be analyzed using Structural Equation Model (SEM). The result show that atmospheric has a significant influence to customer satisfaction, atmospheric also has a significant influence directly to behavioral intentions. Service quality and price also have significant influence to customer satisfaction. Other result show that Kedai Tradisi Kopi costumer satisfaction has a significant influence on behavioural intentions. In this research, both limitations and implication are also discussed in order to give inside toward theoretical, practical dan further research aspects.
Keywords
Atmospheric, service quality, price, costumer satisfaction, and behavioral intentions
