Analisis variabel-variabel yang memengaruhi tingkat loyalitas konsumen Coffee Shop lokal di Indonesia

Novenson, Novenson (2024) Analisis variabel-variabel yang memengaruhi tingkat loyalitas konsumen Coffee Shop lokal di Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam lingkup bisnis coffee shop, loyalitas pelanggan menjadi faktor penting bagi keberlangsungan dan pertumbuhan perusahaan. Namun saat ini, coffee shop menghadapi masalah dalam mendapatkan pelanggan yang setia. Hasil dari kuesioner pendahuluan menjelaskan bahwa terdapat 82 dari 104 (78,8%) pengunjung coffee shop (lokal dan asing) tidak loyal. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh value co-creation, product quality, store atmosphere, dan service quality terhadap satisfaction; pengaruh satisfaction terhadap switching cost, trust, dan loyalty; pengaruh switching cost dan trust terhadap loyalty; dan pengaruh satisfaction terhadap loyalty melalui switching cost dan trust. Sampel yang dituju terdiri dari Anak Panah Kopi, Anomali Coffee, Fore, Janji Jiwa, Kopi Dari Hati, Kopi Kenangan, dan coffee shop lokal lainnya. Setelah itu, pengolahan data dilakukan yang terdiri menjadi 4 tahapan yaitu outlier, analisa statistik deskriptif, evaluasi model pengukuran (outer model), dan evaluasi model struktural (inner model) menggunakan software SmartPLS4. Hasil yang didapatkan adalah Value co-creation tidak memengaruhi satisfaction, product quality memengaruhi satisfaction, store atmosphere memengaruhi satisfaction, service quality memengaruhi satisfaction, satisfaction memengaruhi switching cost, trust, dan loyalty, switching cost memengaruhi loyalty, trust memengaruhi loyalty, Satisfaction memengaruhi loyalty yang dimediasi oleh switching cost, dan Satisfaction tidak memengaruhi loyalty yang dimediasi oleh trust. Hasil dari PLSPredict adalah model memiliki tingkat kekuatan prediksi yang sedang. Hasil dari IPMA menyatakan terdapat beberapa indikator pada area kuadran 1 (perlu difokuskan) yaitu indikator-indikator dari variabel value co-creation. / In the scope of the coffee shop business, customer loyalty becomes a crucial factor for the sustainability and growth of the company. However, currently, coffee shops are facing challenges in acquiring loyal customers. The preliminary questionnaire results indicate that 82 out of 104 (78.8%) coffee shop visitors (both local and foreign) are not loyal. This research aims to examine and analyze the influence of value co-creation, product quality, store atmosphere, and service quality on satisfaction; the influence of satisfaction on switching costs, trust, and loyalty; the influence of switching costs and trust on loyalty; and the influence of satisfaction on loyalty through switching costs and trust. The targeted sample consists of Anak Panah Kopi, Anomali Coffee, Fore, Janji Jiwa, Kopi Dari Hati, Kopi Kenangan, and other local coffee shops. Subsequently, data processing is conducted in four stages, including outlier detection, descriptive statistical analysis, measurement model evaluation (outer model), and structural model evaluation (inner model) using SmartPLS4 software. The results obtained are that value co-creation does not influence satisfaction, product quality influences satisfaction, store atmosphere influences satisfaction, service quality influences satisfaction, satisfaction influences switching costs, trust, and loyalty, switching costs influence loyalty, trust influences loyalty, satisfaction influences loyalty mediated by switching costs, and satisfaction does not influence loyalty mediated by trust. The PLSPredict results indicate that the model has a moderate level of predictive strength. The IPMA results state that there are several indicators in quadrant 1 (needs attention), namely indicators from the value co-creation variable

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