Bauran Pemasaran Jasa Dan Minat Berkunjung Kembali (Studi Pada Kedai Kopi "Cerita Kopi Xotus" Telang Bangkalan)

Ulwiyah Ulwiyah, Muhammad Syarif

Abstract


This research is entitled "Marketing Mix of Services and Revisit Intention (Study of the Coffee Shop"Cerita Kopi Xotus"Telang Bangkalan)". place, promotion, process, physical evidence and people so that they can attract customers to be revisiting intention the Xotus Telang coffee shop, Bangkalan. This research was conducted descriptively quantitatively using purposive sampling method, namely the technique of determining the sample by considering certain criteria with a total sample of 97 respondents. The data analysis technique used is multiple linear regression analysis.

Based on the results of the analysis, it shows that the customer's interest in returning to the Xotus Telang Bangkalan coffee shop is in the good category. And the marketing mix is also in a good category. so that it can trigger an revisit intention customers. And the results of the espionage of several service marketing mix variables show that the product has a significant effect on the revisit intention to the Xotus Telang Bangkalan coffee shop. Price has no significant effect on revisit intention to the Xotus Telang coffee shop Bangkalan. Promotion has a significant effect on the revisit intention to the Xotus Telang Bangkalan coffee shop. Place has a significant effect on revisit intention to Xotus Telang Bangkalan coffee shop. People have no significant effect on the revisit intention to the Xotus Telang Bangkalan coffee shop. Physical evidence has no significant effect on the revisit intention to the Xotus Telang Bangkalan coffee shop. The process has no significant effect on the revisit intention to the Xotus Telang coffee shop Bangkalan. Product, Price, Promotion, Place, People, Physical Evidence, Process together have a significant effect on revisit intention to Xotus Telang Bangkalan coffee shop.

 

Keyword : Marketing Mix, Revisit Intention, Coffe shop Xotus Telang Bangkalan


Full Text:

PDF

References


Ayu Maulidya; Siti Saroh; Daris Zunaida. (2021). Pengaruh Experiential Marketing Dan Marketing Mix Terhadap Minat Beli Ulang Konsumen (Studi Kasus Pada Konsumen Semusim Cafe Kota Malang). Jiagabi, 10(2), 205 212.http://riset.unisma.ac.id/index.php/jiagabi/article/view/12919

Foroudi, P., Palazzo, M., & Sultana, A. (2021). Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal, 123(13), 221–240. https://doi.org/10.1108/BFJ-11-2020-1008.

Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2016). Marketing for hospitality and tourism Seventh Edition. In Current Issues in Tourism.

Kusumawati, A., & Rahayu, K. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150.

Mannan, M., Chowdhury, N., Sarker, P., & Amir, R. (2019). Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants. Journal of Modelling in Management, 14(4), 922–947. https://doi.org/10.1108/JM2-12-2017-0135.

Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, R&D. Bandung : IKAPI.

Suk CHUN, B., & Hyun PARK, N. (2021). The Effect of Service Marketing Mix on Relationship Quality and Revisit Intentions for Korean Restaurants in Vietnam. Journal of Asian Finance, 8(6), 1001–1012. https://doi.org/10.13106/jafeb.2021.vol8.no6.1001.




DOI: https://doi.org/10.21107/jkim.v3i2.16914

Refbacks

  • There are currently no refbacks.