Faktor-faktor yang mempengaruhi customer loyalty pada pelanggan Excelso di Surabaya

Chrisnugraha, Mahendra (2021) Faktor-faktor yang mempengaruhi customer loyalty pada pelanggan Excelso di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Industri makanan dan minuman nasional memberikan kontribusi besar terhadap pertumuhan ekonomi di Indonesia. Indonesia merupakan negara produsen kopi keempat terbesar dunia setelah Brazil, Vietnam dan Colombia. Excelso adalah sebuah outlet kopi asal indonesia yang berdiri sejak 1991. Excelso sebagai salah satu cofee shop di surabaya, mereka ingin bertahan dan meningkatkan customer loyalty. Oleh karena itu, penting untuk mengetahui variable-variabel yang mempengaruhi peningkatan customer loyalty. Di dalam penelitian ini ada beberapa faktor faktor yang diteliti yaitu customer satisfaction, trust, switching barier, service quality dan intimacy di dalam mempengaruhui customer loyalty Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas layanan (service quality) terhadap kepuasan pelanggan (customer satisfaction), pengaruh kualitas layanan (service quality) dan keakraban (intimacy) terhadap keperayaan (turst), pengaruh kepuasan pelanggan (customer satisfaction) terhadap kesetiaan pelanggan (customer loyalty), pengaruh kepercayaan (trust) dan hambatan (switching barirer) terhadap kesetian pelanggan (customer loyalty) pada produk Excelso di Surabaya. Jenis penelitian ini termasuk causal research, Sampel yang digunakan dalam penelitian ini adalah 100 orang pelanggan Excelso di surabaya. Sampel yang diambil menggunakan teknik purposive sampling. Pengumpulan data menggunakan kusioner, Teknik analisis data yang digunakan pada penelitian ini adalah Uji Regresi Linier dan uji Hipotesis. Hasil penelitian menunjukkan bahwa Service Quality (SQ) berpengaruh signifikan terhadap customer satisfaction dengan nilai koefisien regresi 0.735, Kualitas layanan (service quality) memiliki pengaruh positif dan signifikan terhadap kepercayaan (trust) dengan nilai koefisien regresi 0.517, Keakraban (intimacy) memiliki pengaruh positif dan signifikan terhadap kepercayaan (trust) dengan nilai koefisien regresi 0.392, Customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan nilai koefisien regresi 0.303, Kepercayaan (trust) memiliki pengaruh positif dan signifikan terhadap kesetiaan pelanggan (customer loyalty) dengan nilai koefisien regresi 0.355, Hambatan pengganti (switching barier) memiliki pengaruh positif dan signifikan terhadap kesetiaan pelanggan (customer loyalty) dengan nilai koefisien regresi 0.297 / The national food and beverage industry contributes greatly to the economic growth in Indonesia.Indonesia is the world's fourth largest coffee producer after Brazil, Vietnam and Colombia.Excelso is an Indonesian coffee outlet established since 1991.Excelso as one of the cofee shop in Surabaya, they want to survive and increase customer loyalty.Therefore, it is important to know the variables that affect the increase in customer loyalty. In this study there are several factors studied, namely customer satisfaction, trust, switching barier, service quality and intimacy in affecting customer loyalty This research aims to know and analyze the influence of service quality on customer satisfaction, the influence of service quality and intimacy on customer loyalty. , the influence of trust and switching barirer on customer loyalty on Excelso products in Surabaya.. This type of research includes causal research, samples used in this study are 100 Excelso customers in Surabaya.Samples were taken using purposive sampling techniques. Data collection using questionnaires, data analysis techniques used in this study are Linear Regression Test and Hypothesis test. The results showed that Service Quality (SQ) has a significant effect on customer satisfaction with a regression coefficient value of 0.735, Service quality has a positive and significant influence on trust with regression coefficient value of 0.517, Intimacy has a positive and significant influence on trust with regression coefficient value of 0.392, Customer satisfaction has a significant effect on customer loyalty with regression coefficient value of 0.303 , Trust has a positive and significant influence on customer loyalty with a regression coefficient value of 0.355, switching barier has a positive and significant influence on customer loyalty with a regression coefficient value of 0.297.

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