Analisis faktor product quality, service quality, environment quality, product assortment terhadap customer loyalty melalui customer satisfaction pada pelanggan kopi kenangan di galaxy mall Surabaya

giovanni, kevin (2022) Analisis faktor product quality, service quality, environment quality, product assortment terhadap customer loyalty melalui customer satisfaction pada pelanggan kopi kenangan di galaxy mall Surabaya. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.

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Abstract

Beberapa tahun belakang ini, terdapat gaya dan pola hidup baru masyarakat Indonesia yang cukup melekat yaitu duduk-duduk sambil mengobrol atau yang kita kenal dengan istilah nongkrong. Biasanya kegiatan nongkrong ini dilakukan sambil menkonsumsi minuman ataupun makanan ringan. Salah satu minuman yang paling digemari dan disukai oleh anak muda hingga orang tua yaitu minuman berbahan dasar kopi. Alasan mengapa kopi bisa menjadi minuman yang paling laku ketika nongkrong adalah karena manfaat dari kopi itu sendiri yaitu untuk meningkatkan suasana hati/ mood dan fungsi otak. Karena itulah banyak sekali kafe atau coffeshop yang terus bermunculan di sekitar kita dan salah satunya yaitu Kopi Kenangan. Penelitian ini ditunjuk untuk menganalisa pengaruh product quality, service quality, environment quality, dan product assortment terhadap customer loyalty melalui customer satisfaction pada pelanggan Kopi Kenangan di kawasan Surabaya. Sampel yang digunakan pada penelitian ini yaitu para konsumen Kopi Kenangan di Galaxy Mall Surabaya berdasarkan data dari 129 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dnegan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 22.0 sebagai software untuk mengolah data. Dalam penelitian ini di temukan bahwa product quality, service quality, environment quality, dan product assortment tidak bisa berpengaruh secara langsung terhadap customer loyalty. Penemuan ini juga menyatakan bahwa customer satisfaction berpengaruh secara signifikan terhadap customer loyalty, sehingga dapat disimpulkan bahwa product quality, service quality, environment quality, dan product assortment dapat membentuk customer satisfaction yang kemudian akan membentuk customer loyalty. / In recent years, Indonesians have developed a new way of lifestyle. This lifestyle is evidenced by people who has a work or meeting and do it at the cafe. Usually, this activity is followed by the purchase of a drink or snack. Coffee drinks are one of the most popular beverages and are the most purchased beverages from teenagers to adults. Coffee is the most popular drink because it can lift the spirits or good mood and help improve brain function. Therefore many coffee shops have just opened and keeps growing. One of the most popular coffee shops is Kopi Kenangan. This study aims to analyze the impact of product quality, service quality, environmental quality and product classification on customer loyalty through customer satisfaction Kopi Kenangan Surabaya. The sample for this study was 129 respondents from Kopi Kenangan, Galaxy Shopping Mall, Surabaya. The sample used in this study were the consumers of Kopi Kenangan in the Galaxy Mall Surabaya based on data from 129 respondents. For processing and analyzing data in this study, using Stuctural Equation Modeling (SEM) with AMOS 22.0 software to process data. This study, it was found that customer satisfaction has a positive value to customer loyalty. This research prove that Kopi Kenangan have to make Customer satisfaction first to make customer loyalty because product quality, service quality, environment quality, and product assortment can’t make customer loyalty directly.

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