PENGARUH BRAND EXPERIENCE, BRAND UNIQUENESS, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION KOPI JAGO DI JAKARTA

Bryan, Nicholas (2024) PENGARUH BRAND EXPERIENCE, BRAND UNIQUENESS, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION KOPI JAGO DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Nicholas Bryan 115210389 JA.pdf Download (2MB)

Abstract

A. NICHOLAS BRYAN (115210389)
B. THE EFFECT OF BRAND EXPERIENCE, BRAND UNIQUENESS, AND
SERVICE QUALITY ON CUSTOMER SATISFACTION KOPI JAGO IN JAKARTA
C. xv + 76 Pages, 21 Tables, 9 Pictures, 5 Attachments
D. MARKETING MANAGEMENT
E. Abstract: This study aims to determine the effect of brand experience, brand
uniqueness, and service quality on customer satisfaction for Kopi Jago consumers
in Jakarta. Kopi Jago carries a unique concept as a mobile café that operates using
an electric bike. Established in late 2019, Kopi Jago exists without physical outlets
and utilizes mobile baristas called “Sobat Jago” to deliver coffee directly to
customers through ordering in the app or digital delivery services. A nonprobability

purposive sampling technique was applied to select respondents. The
variables measured in this study include brand experience, brand uniqueness,
service quality, and customer satisfaction. Data were analyzed using a Structural
Equation Modeling (SEM) approach with SmartPLS software version 4.1.0.0. The
results showed that brand experience, brand uniqueness, and service quality have
a positive and significant effect on customer satisfaction. These findings highlight
the importance of maintaining excellence service, taste, and ensuring customer
satisfaction.
F. Brand experience, brand uniqueness, service quality, and customer satisfaction
G. References 2015-2025
H. Sanny Ekawati, S.E., M.M.

A. NICHOLAS BRYAN (115210389)
B. PENGARUH BRAND EXPERIENCE, BRAND UNIQUENESS, DAN SERVICE
QUALITY TERHADAP CUSTOMER SATISFACTION KOPI JAGO DI JAKARTA
C. xv + 76 Halaman, 21 Tabel, 9 Gambar, 5 Lampiran
D. MANAJEMEN PEMASARAN
E. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh brand experience,
brand uniqueness, dan service quality terhadap customer satisfaction pada
konsumen Kopi Jago di Jakarta. Kopi Jago mengusung konsep unik sebagai mobile
café yang beroperasi menggunakan sepeda listrik. Berdiri pada akhir 2019, Kopi
Jago hadir tanpa gerai fisik dan memanfaatkan barista keliling yang disebut "Sobat
Jago" untuk mengantarkan kopi langsung ke pelanggan melalui pemesanan di
aplikasi atau layanan pesan-antar digital. Teknik non-probability purposive
sampling diterapkan untuk memilih responden. Variabel yang diukur dalam
penelitian ini meliputi brand experience, brand uniqueness, service quality, dan
customer satisfaction. Data dianalisis dengan menggunakan pendekatan Structural
Equation Modeling (SEM) dengan perangkat lunak SmartPLS versi 4.1.0.0. Hasil
penelitian menunjukkan bahwa brand experience, brand uniqueness, dan service
quality berpengaruh positif dan signifikan terhadap customer satisfaction. Temuan
ini menyoroti pentingnya mempertahankan keunggulan pelayanan, cita rasa, dan
memastikan kepuasan konsumen.
F. Brand experience, brand uniqueness, service quality, customer satisfaction
G. Referensi 2015-2025
H. Sanny Ekawati, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	30 Sep 2025 02:40
Last Modified:	30 Sep 2025 02:40
URI:	https://repotest.untar.ac.id/id/eprint/48096

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