THE RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMERS PURCHASE INTENTION OF BAKERY-THEMED CAFES IN BANDUNG

• Main Author: Vedania Putri (NIM 19014157), Nadila
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23408
• Institution: Institut Teknologi Bandung

Bakery themed café is the type of café which not only sell food and beverage variants, but they <br /> <br /> <br /> <br /> also sell bakery products such as bread, cakes, pastries, and pies. The changing in food and <br /> <br /> <br /> <br /> lifestyle preferences of people who lives in Bandung cause rapid development of bakery themed <br /> <br /> <br /> <br /> cafés are also rapidly happened. Therefore, to build a sustainability business, the factors that <br /> <br /> <br /> <br /> affected customers? purchase intention of bakery themed café in Bandung need to be analyzed. <br /> <br /> <br /> <br /> One of the factors is known as Service Quality. Service quality plays an important role to be the <br /> <br /> <br /> <br /> key influences of forming customers? purchase intentions in service environments. <br /> <br /> <br /> <br /> This research attempts to investigate the customers? current perception of bakery themed café in <br /> <br /> <br /> <br /> Bandung and to identify the relationship between five dimensions of service quality and <br /> <br /> <br /> <br /> customers? purchase intention of bakery themed café in Bandung. Online questionnaires using <br /> <br /> <br /> <br /> Likert Scale designed for 200 respondent of bakery themed café in Bandung with judgmental <br /> <br /> <br /> <br /> sampling method. Multiple Regression Analysis were employed to measure the relationship <br /> <br /> <br /> <br /> between five dimensions of service quality which are Reliability, Assurance, Tangibles, <br /> <br /> <br /> <br /> Responsiveness, and Empathy with customers? purchase intention in Bandung. The result of this <br /> <br /> <br /> <br /> research shown that five dimensions of service quality are having positive relationship with <br /> <br /> <br /> <br /> customers? purchase intention of bakery themed café in Bandung. The five dimensions of <br /> <br /> <br /> <br /> service quality also give significant impact on purchase in bakery themed café. <br /> <br /> <br /> <br /> This study is expected to provide a valuable result regarding the relationship between service <br /> <br /> <br /> <br /> quality and customers? purchase intention in bakery themed café in Bandung. This study aimed <br /> <br /> <br /> <br /> to help the managers of bakery themed café in Bandung to form a suitable strategy to be applied <br /> <br /> <br /> <br /> in bakery themed café in Bandung