Membangun Customer Advocacy melalui Pengalaman Konsumen: Peran Kepuasan Konsumen di Coffee shop Semasa Kopi Kota Semarang
DOI:
https://doi.org/10.58192/ebismen.v5i2.4491Keywords:
Customer Advocacy, Customer Experience, Customer Satisfaction, Coffee ShopAbstract
The development of the coffee shop industry in Indonesia has encouraged business actors to create consumer experiences that are able to increase satisfaction and customer advocacy. This study aims to analyze the effect of customer experience on customer advocacy with customer satisfaction as a mediating variable at Semasa Kopi Coffee shop in Semarang City. This study uses a quantitative approach with purposive sampling technique. The number of respondents in this study were 166 consumers of Semasa Kopi. Data collection was carried out through online questionnaires using Google Form and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS software. The results showed that customer experience had a positive effect on customer satisfaction, customer satisfaction had a positive effect on customer advocacy, and customer experience had a positive effect on customer advocacy. In addition, customer satisfaction was able to mediate the relationship between customer experience and customer advocacy. These findings indicate that creating a positive consumer experience can increase customer satisfaction and encourage consumers to voluntarily recommend Semasa Kopi to others.
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