PENGARUH SERVICE ATMOSPHERE DAN CUSTOMER RELATIONSHIP MANAGEMENT, TERHADAP REPETITIVE BUYING MELALUI CUSTOMER SATISFACTION PADA COMEDY KOPI DI SURABAYA

Abstract

Cafe has become a popular in Indonesia. Cafe is also one of the interest various parties, both among the young to the old. Cafe is also a place to chillin and chat with friends. Comedy kopi is one of the outlets that provide a good foods and drinks. With more variant foods and drinks, the demand for consumsion. This study demonstrated to know how to Service Atmosphere, Customer Relationship Management, and Customer Satisfaction to interesting customer for Repetitive Buying cusumers Comedy Kopi, especially in this research that consumers Comedy Kopi in Surabaya. The sampleused on this research that consumers Comedy kopi who lived in Surabaya total of 100 respondents . For processing and analyzing the data in this research is by using Structural Equation Modeling (SEM) with AMOS 20.0 software as software for data processing. Results show that the Service Atmosphere, Customer Relationship Management dan Customer Satisfaction terhadap Repetitive Buying. The empirical findings indicate that Customer Relationship Management had the greatest influence on other variables Repetitive Buying compared with regression coefficient 0,78. Then the variable Customer Satisfaction has the second greatest influence regression coefficient which has a value of 0,76. Furthermore, the Service Atmosphere has the third largest influence on Repetitive Buying regression coefficient which has a value of 0,41.