Yunardo, Felix and Saroso, Pudyotomo A. and Simatupang, Parhimpunan (2013) An Analysis of Quality Products and Customer Experience to Customer Buying Decision Making: A Case Study at Starbucks Alam Sutera (Flavor Bliss). Bachelor thesis, Swiss German University.

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Abstract

Today, hospitality industry is growing bigger and fast. However, the customers are not as simple as in the past when their needs and want were easy to indentify. They are smarter and more sophisticated in choosing a certain hospitality product. Hence, it's necessary that the hospitality industries having well knowledge about their customer buying decision behaviour. The purpose of it is to avoid the industries lost their sight about their customers' needs and wants while running in the tight competitions in coffee stores. The objective of this research was to examine whether the quality of products and customer experience influences the customer buying decision or not. Descriptive research method was used to survey 118 customers at Starbucks Alam Sutera. The result of the analysis reveals a positive correlation between quality products and customer experiences to the customer buying decision at Starbucks.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Customer Buying Decision; Quality Products; Customer Experiences
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 Apr 2021 15:35
Last Modified:	13 Apr 2021 15:35
URI:	http://repository.sgu.ac.id/id/eprint/1231

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