Analisis pengaruh food quality, price, environment, dan service quality terhadap customer loyalt melalui customer satisfaction pada pelanggan Source Coffee di Sidoarjo

Yulianto, Daniel Christian (2021) Analisis pengaruh food quality, price, environment, dan service quality terhadap customer loyalt melalui customer satisfaction pada pelanggan Source Coffee di Sidoarjo. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era modern saat ini, Restoran atau Kafe meningkat dalam sasaran anak muda jaman sekarang. Ini yang menimbulkan pola hidup konsumtif dan meninggalkan pola hidup produktif. Salah satu Kafe yang membuat kehidupan anak muda menjadi berwarna dalam menjelajahi tempat berkumpul mereka sebagai aktivitas yang sering dilakukan. Beberapa Kafe banyak yang bersaing demi menempati pangsa pasar di Sidoarjo. Salah satu Kafe baru yang ikut bersaing dalam dunia industri makanan salah satu nya adalah Source Coffee Sidoarji. Banyaknya pesaing baru dengan inovasi yang mereka tawarkan, membuat niat beli masyarakat pada Source Coffee berkurang. Untuk dapat bertahan dalam persaingan, perusahaan perlu untuk meningkatkan Customer Loyalty. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Food Quality, Price, Environment dan Service Quality terhadap Customer Loyalty melalui Customer Satisfaction pada pelanggan Source Coffee di Sidoarjo. Sampel yang digunakan pada penelitian ini yaitu adalah pria atau wanita yang berdomisili di wilayah kota Sidoarjo yang yang telah membeli dan datang ke Source Coffee Sidoarjo dalam kurun waktu minimal 2 kali dalam 1 tahun terakhir, berusia 15-24 tahun, sejumlah 109 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Temuan empiris mengindikasikan bahwa hubungan Attitude Toward Brand terhadap Repurchase Intention memiliki koefisien regresi terbesar dengan nilai sebesar 0.744, lalu pengaruh Brand Fit terhadap Attitude Toward Brand dengan nilai koefisien regresi sebesar 0.491, hubungan antara Brand Identification terhadap Attitude Toward Brand memiliki koefisien regresi sebesar 0.127, dan hubungan antara Brand Ambassador terhadap Attitude Toward Brand memiliki koefisienregresi paling tinggi sebesar 0.211./In today's modern era, restaurants or cafes are increasing in the target of today's young people. This leads to a consumptive lifestyle and leaves a productive lifestyle. One of the cafes that makes the lives of young people colorful in exploring their gathering places as an activity that is often done. Several cafes are competing for market share in Sidoarjo. One of the new cafes that is competing in the food industry is Source Coffee Sidoarji. The number of new competitors with the innovations they offer, makes people's purchase intentions at Source Coffee decrease. To be able to survive in the competition, companies need to increase Customer Loyalty. This study aims to analyze the effect of the variables of Food Quality, Price, Environment and Service Quality on Customer Loyalty through Customer Satisfaction on Source Coffee customers in Sidoarjo. The samples used in this study are men or women who live in the city of Sidoarjo who have purchased and come to Source Coffee Sidoarjo at least 2 times in the last 1 year, aged 12-18 years, a total of 109 respondents. For processing and analyzing data in this study, using SPSS as software to process data. Empirical findings indicate that the relationship between Attitude Toward Brand and Repurchase Intention has the largest regression coefficient with a value of 0.744, then the effect of Brand Fit on Attitude Toward Brand with a regression coefficient value of 0.491, the relationship between Brand Identification and Attitude Toward Brand has a regression coefficient of 0.127, and The relationship between Brand Ambassador and Attitude Toward Brand has the highest regression coefficient of 0.211

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