Pengaruh Estetika Desain, Nilai Hedonis, dan Pengalaman Digital terhadap Kepuasan Pelanggan Café B.aru Surabaya (Studi pada Generasi Z)

Sephia Indah Maharani; Ririn Andriana; Sri Rahayu

doi:10.69693/ijmst.v4i3.14064

Authors

Sephia Indah Maharani STIE Mahardika Surabaya
Ririn Andriana STIE Mahardika Surabaya
Sri Rahayu STIE Mahardika Surabaya

DOI:

https://doi.org/10.69693/ijmst.v4i3.14064

Keywords:

Estetika Desain, Nilai Hedonis, Pengalaman Digital, Kepuasan Pelanggan, Generasi Z

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh estetika desain, nilai hedonis, dan pengalaman digital terhadap kepuasan pelanggan Generasi Z di Café B.aru Surabaya. Penelitian menggunakan sampel sebanyak 96 responden menggunakan teknik purposive sampling. Pengumpulan data melalui penyebaran kuesioner dan menggunakan SPSS versi 22 dengan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa seluruh instrumen penelitian dinyatakan valid dan reliabel serta memenuhi uji asumsi klasik sehingga layak digunakan dalam analisis. Hasil uji parsial menunjukkan bahwa Estetika Desain berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan (sig. 0,018; t hitung 2,413), Nilai Hedonis berpengaruh positif dan signifikan (sig. 0,031; t hitung 2,191), dan Pengalaman Digital berpengaruh positif dan signifikan (sig. 0,000; t hitung 5,050) serta menjadi variabel yang paling dominan. Hasil uji simultan menunjukkan bahwa Estetika Desain, Nilai Hedonis, dan Pengalaman Digital secara bersama-sama berpengaruh signifikan terhadap Kepuasan Pelanggan dengan nilai F hitung sebesar 36,895 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,546 menunjukkan bahwa ketiga variabel mampu menjelaskan 54,6% variasi Kepuasan Pelanggan, sedangkan 45,4% dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, peningkatan estetika desain, nilai hedonis, dan pengalaman digital dapat meningkatkan kepuasan pelanggan Generasi Z di Café B.aru Surabaya.

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