PENGARUH LOYALITAS PELANGGAN, KEPERCAYAAN, DAN SUASANA TOKO TERHADAP eWOM DI CHACHAMILKTEA

Nurul Azizah Wijayanti,

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui: (1) pengaruh loyalitas pelanggan terhadap eWOM di ChaChaMilkTea, (2) pengaruh kepercayaan terhadap eWOM di ChaChaMilkTea, (3) Pengaruh suasana toko  terhadap eWOM di ChaChaMilkTea dan (4) pengaruh loyalitas pelanggan, kepercayaan, dan suasana toko secara bersama – sama terhadap eWOM di ChaChaMilkTea. Penelitian dilakukan pada ChaChaMilkTea yang berlokasi di Jl. Selokan Mataram, Yogyakarta. Sampel ditentukan dengan metode purposive sampling dengan jumlah responden 120 orang. Pengumpulan data dengan cara memberikan daftar pertanyaan kepada responden. Penelitian ini menggunakan alat analisis regresi linier berganda. Hipotesis diuji dengan t test dan F test. Hasil penelitian menemukan bahwa: (1) Loyalitas pelanggan berpengaruh positif dan signifikan terhadap eWOM (2) Kepercayaan tidak berpengaruh terhadap  eWOM. (3) Suasana toko berpengaruh positif dan signifikan terhadap eWOM. (4) Loyalitas Pelanggan, kepercayaan, dan suasana toko secara simultan berpengaruh positif terhadap eWOM.

 

 

Kata kunci: Loyalitas Pelanggan, Kepercayaan, Suasana Toko, eWOM

 

Abstract

This study aimed to find out: (1) The effect of loyalty on eWOM in ChaChaMilkTea, (2) ) The effect of trust on eWOM in ChaChaMilkTea, (3) ) The effect of store atmosphere on eWOM in ChaChaMilkTea, (4) ) The effect of loyalty, trust, and store atmosphere on eWOM in ChaChaMilkTea. The study was conducted on ChaChaMilktea St. Selokan Mataram, Yogyakarta. The sample was determined by purposive sampling method with the number of respondent 120 people . Data collected by giving question list to the respondent. This research used multiple regression analysis with t test and F test.  The result showed that: (1) loyalty positively affect on eWOM, (2) trust not affect on eWOM, (3) store atmosphere positively affect on eWOM, (4) loyalty, trust, and store atmosphere positively affect on eWOM.

 

Keywords: Loyalty, Trust, Store Atmosphere, eWOM

 


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