PENGARUH SERVICE EXPERIENCE DAN EXPERIENTIAL VALUE TERHADAP WORD OF MOUTH PADA STASIUN KOPI KOTA CIREBON
Abstract
Perkembangan industri coffee shop di Indonesia mendorong pelaku usaha untuk menciptakan pengalaman layanan dan nilai emosional yang mampu meningkatkan Word Of Mouth (WOM). Studi ini memiliki tujuan untuk mengkaji pengaruh Service Experience (X1) dan Experiential Value (X2) terhadap Word Of Mouth (Y) pada konsumen Stasiun Kopi di Kota Cirebon. Studi ini menerapkan pendekatan kuantitatif dengan memakai metode survei terhadap 100 responden dengan teknik purposive sampling yang telah mengunjungi Stasiun Kopi minimal dua kali. Teknik analisis data dilakukan menggunakan SPSS versi 25.
Hasil analisis menjelaskan bahwasannya kedua variabel independen berpengaruh positif dan signifikan terhadap Word Of Mouth. Experiential Value mempunyai pengaruh dominan dibandingkan Service Experience, dengan nilai koefisien regresi lebih tinggi. Temuan ini menegaskan pentingnya menciptakan nilai pengalaman yang menyeluruh dan menyentuh aspek emosional pelanggan untuk mendorong WOM positif. Studi ini memberikan kontribusi praktis bagi pengelola coffee shop dalam merancang strategi pemasaran berbasis pengalaman pelanggan.
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