Service Attributes sebagai Anteseden Revisit Behavior
Abstract
Atribut layanan menjadi aspek penting dalam industri penyedia jasa dalam meningkatkan kepuasan konsumen dan mendorong mereka untuk berkunjung kembali. Suasana yang dibangun menjadi stimulus yang mempengaruhi reaksi mereka setelah mendapatkan layanan jasa. Selanjutnya, sikap karyawan saat proses pelayanan menentukan respon konsumen terhadap layanan tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh suasana dan sikap karyawan terhadap kepuasan dan perilaku berkunjung kembali. Sampel dalam penelitian ini adalah 160 konsumen Larissa Aesthetic Center Purwokerto . Analisis data dalam studi ini menggunakan analisis regresi berganda dengan SPSS 20.0. Hasil penelitian menyatakan bahwa suasana tempat dan sikap karyawan Larissa mempengaruhi kepuasan dan perilaku konsumen untuk berkunjung kembali. Suasana yang diciptakan oleh penyedia jasa dan sikap karyawan dalam melayani menjadi penentu kepuasan dan pendorong perilaku konsumen untuk kembali.
Kata Kunci: perilaku berkunjung kembali, kepuasan, suasana,sikap karyawan
Abstract
Services attributes are an important aspect in the service provider industry in increasing customer satisfaction and encouraging them to visit again. Ambience that were built became a stimulus that influenced their reactions after receiving services. Furthermore, the attitude of employees during the service process determines the consumer’s response to the service. The purpose of this study was to determine the effect of ambience and employee attitudes on satisfaction and return visit behavior. The sample in this study were 160 consumers of Larissa Aesthetic Center Purwokerto .Data analysis in this study used multiple regression with SPSS 20.0. The result of this study stated that ambience and the attitude of Larissa Employees influenced the satisfaction and consumers behavior to revisit. Ambience created by service providers and employee attitudes in serving are determinants of satisfaction and driving consumer behavior to return.
Keywords: revisit behavior, satisfaction,ambience,employee attitude
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DOI: https://doi.org/10.37531/sejaman.v5i1.2221
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