Pengaruh kepercayaan, kepuasan, nilai, citra merek, dan kualitas produk terhadap loyalitas pada kopi kenangan = The effect of trust, satisfaction, values, brand image, and product quality on loyalty on kopi kenangan

Bunardi, Yento (2021) Pengaruh kepercayaan, kepuasan, nilai, citra merek, dan kualitas produk terhadap loyalitas pada kopi kenangan = The effect of trust, satisfaction, values, brand image, and product quality on loyalty on kopi kenangan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini, produk minuman berbasis kopi semakin digemari dan disaat yang bersamaan semakin banyak bisnis minuman kopi bermunculan di Indonesia. Dalam hal ini, salah satu pelaku bisnis minuman kopi adalah Kopi Kenangan yang akan menjadi topik dalam penelitian ini. Tujuan dari penelitian ini adalah untuk menganalisis dan menguji pengaruh kepercayaan, kepuasan, nilai, citra merek, dan kualitas produk terhadap loyalitas pada Kopi Kenangan. Pengumpulan data dalam penelitian ini dilakukan dengan menggunakan kuesioner yang diberikan kepada masyarakat yang berdomisili di Jabodetabek dan pernah melakukan transaksi di Kopi Kenangan dalam 6 bulan terakhir sebagai responden. Desain penelitian menggunakan purposive sampling dengan jumlah sampel sebanyak 401 sampel. Metode pengumpulan data menggunakan kuesioner dan data dianalisis dengan Partial Least Square-Structural Equation Modeling (PLS-SEM). Temuan penelitian ini adalah kepuasan, nilai, dan kualitas produk berpengaruh positif terhadap loyalitas sedangkan kepercayaan dan citra merek tidak berpengaruh terhadap loyalitas pelanggan Kopi Kenangan. Adapun kontribusi secara praktis adalah memberikan pengetahuan yang luas serta mendalam terhadap pengaruh kepercayaan, kepuasan, nilai, citra merek, dan kualitas produk terhadap loyalitas dan kontribusi secara praktis adalah sebagai acuan bagi Kopi Kenangan khususnya untuk meningkatkan loyalitas pelanggan. / Nowadays coffee-based beverage products are increasingly popular and at the same time more and more coffee beverage businesses are popping up in Indonesia. In this case, one of the coffee drink business people is Kopi Kenangan which will be the topic of this research. The purpose of this study was to analyze and test the effect of trust, satisfaction, value, brand image, and product quality on loyalty to Kopi Kenangan. Data collection in this study was conducted using a questionnaire given to people who live in Greater Jakarta and have made transactions at Kopi Kenangan in the last 6 months as respondents. The research design used purposive sampling with a total sample of 401 samples. Methods of data collection using a questionnaire and data analysis with Partial Least Square-Structural Equation Modeling (PLS-SEM). The findings of this study are satisfaction, value, and product quality have a positive effect on loyalty while trust and brand image have no effect on customer loyalty Kopi Kenangan. The practical contribution is knowledge and exploring its influence on the influence of trust, satisfaction, value, brand image, and product quality on loyalty and practical contribution is as a reference for Kopi Kenangan in particular to increase customer loyalty.

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