The influence of service quality, cafe atmosphere, and e-wom toward customer loyalty at Pilastro Signature Medan

Joana, Ivy (2023) The influence of service quality, cafe atmosphere, and e-wom toward customer loyalty at Pilastro Signature Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

F&B industry, especially Cafe is growing rapidly all around the world, including Medan Indonesia. It has been a trend lately to open a Cafe, as people are seeking places to dine, socialize, relax, etc. As the competition in this industry is increasing day by day, companies need to maintain their business to be able to retain loyal customers for the business by improving the factors that influence their business. One of the Cafes that is striving in this industry is Pilastro Signature Medan. The purpose of this research is to reveal whether or not the factors of Service Quality, Cafe Atmosphere, and E-WOM have an influence toward Customer Loyalty at Pilastro Signature Medan or not. This research is done by using the quantitative method and a descriptive research design. Sampling is done by using a non-probability sampling with the method of snowball sampling, which involves 96 respondents, and data are analysed using a multiple linear regression method. The result of this research reveals that Service Quality has a significant influence on Customer Loyalty, Cafe Atmosphere has a significant influence toward Customer Loyalty, E-WOM has a significant influence toward Customer Loyalty, and Service Quality, Cafe Atmosphere, and E-WOM simultaneously influences Customer Loyalty. / Pada Industri makanan dan minuman, terutama Cafe kian berkembang pesat di seluruh dunia, termasuk Medan, Indonesia. Hal itu sudah merupakan sebuah tren baru-barusan ini untuk membuka bisnis Cafe, karena orang-orang kebanyakan mencari tempat untuk makan, bersosialisasi, berelaksasi, dsb. Seiring bertambahnya kompetisi, Perusahaan-perusahaan harus bisa mempertahankan langganan-langganan mereka. Hal tersebut dapat dilakukan dengan cara meningkatkan faktor-faktor yang mempengaruhi bisnis. Salah satu Cafe yang sedang berjuang adalah Pilastro Signature Medan. Tujuan dari penelitian ini adalah untuk menunjukkan apakah factor-faktor Kualitas Pelayanan, Atmosfer Cafe, dan E-WOM memiliki pegaruh terhadap Loyalitas Pelanggan di Pilastro Signature Medan atau tidak. Penelitian ini dilakukan dengan metode penelitian kuantitatif dan desain penelitian deskriptif. Pengambilan sampel dilakukan dengan non-probabiity sampling dengan metode snowball sampling, yang mengikutsertakan 96 orang untuk berpartisipasi didalam penelitian, dan data dianalisis menggunakan metode multiple linear regression. Hasil dari penelitian ini menunujukkan bahwa Kualitas Pelayanan memiliki pengaruh yang signifikan terhadap Loyalitas Pelanggan. Atmosfere Cafe memiliki pengaruh yang signifikan terhadap Loyalitas Pelanggan, E-WOM memiliki pengaruh yang signifikan terhadapn Loyalitas Pelanggan, dan Kualitas Pelayanan, Atmosfer Cafe, dan E-WOM secara bersamaan memperngaruhi Loyalitas Pelanggan.

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