The Mediation Effect of Corporate Image and Customer Satisfaction, towards Revisit Intention (Study on Starbucks Reserve Dewata, Bali)
1Frederick Misael Gunawan, 2Christina Sudyasjayanti
1,2School of Business and Management, Ciputra University & Surabaya, Indonesia
https://doi.org/10.47191/jefms/v7-i2-06ABSTRACT:
The purpose of this research is to find out the determine effect of service quality on revisit intention with corporate image and customer satisfaction as intervening variable. Business development, including the coffee shop business, grew significantly. One of the most popular coffee shops is Starbucks. To stay alive, Starbucks is innovating by creating different stores, including Starbucks Reserve his Dewata. The survey was disseminated using his Likert survey, which was distributed to 200 respondents aged 17 and over who had visited and traded at Starbucks Reserve Dewata at least twice. The type of research used is quantitative research and in conducting data analysis using SmartPLS 3.0. The research method used is non- probability sampling, namely purposive sampling to take samples. In the end, only 160 surveys were used as a sample. According to this survey, service quality affects corporate image, service quality affects customer satisfaction, corporate image affects revisit intention, customer satisfaction does not affect revisit intention, corporate image mediates the relationship between service quality and revisit intention, and customer satisfaction do not mediate the relationship between service quality and revisit intention. From this we can conclude that 4 hypotheses were accepted and 2 were rejected.
KEYWORDS:
Service Quality, Corporate Image, Customer Satisfaction, Revisit Intention
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