The effect of customer satisfaction on customer loyalty at Maxx Coffee in Lippo Plaza Medan

Edward, Edward (2020) The effect of customer satisfaction on customer loyalty at Maxx Coffee in Lippo Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Entrepreneurship in the company’s processes requires innovation to operate well. Customer loyalty is the main key for every company to survive from very tight competition. Customer satisfaction has an important role because it is a component that can meet customer loyalty. One of the challenges of Maxx Coffee Lippo Plaza Medan as a long-standing café is to maintain and improve the quality of their services along with many innovative newcomer coffee shops. This study uses quantitative research design and convenience sampling method. Data used in this research are primary data and secondary data. Data analysis method used in this research include validity test, reliability test, normality test, linearity test, heteroscedasticity test, regression equation, coefficient of determination, and T test. The result of this study shows that customer satisfaction has an impact towards customer loyalty at Maxx Coffee Lippo Plaza Medan. This is proven by the test that has been conducted by the researcher. Based on the result of the t-test it can be explained that the results are partially obtained t count value of 11.830 with a significant value of 0.000. T count > t-table or 11.830>1.67155, and significance <0.05, Ha is accepted, meaning that customer satisfaction has effect on customer loyalty at Maxx Coffee in Lippo Plaza Medan. The coefficient of determination result is 0.594, it means that 59.4% of customer satisfaction has effect on customer loyalty. A few recommendations for Maxx Coffee to improve their performance are always listen to suggestions and recommendation, or even criticism from customer, deliver product as accordingly, improve employee’s skill set and be responsible for every minor thing to improve the satisfaction of customer that leads to the loyalty of customer. / Kewirausahaan di sebuah perusahaan membutuhkan inovasi-inovasi agar perusahaan dapat berjalan dengan lancar. Loyalitas konsumen adalah salah satu kunci bagi setiap perusahaan agar dapat bersaing di kompetisi pasar yang ketat. Kepuasan konsumen berperan penting juga karena kepuasan konsumen sangat berhubungan dengan loyalitas seorang konsumen. Salah satu tantangan bagi Maxx Coffee adalah untuk memperbaiki dan meningkatkan kualitas pelayanan mereka terhadap konsumen agar dapat bertahan dan bersaing di pasar. Penelitian ini menggunakan penelitian kuantitas dan sampling berbasis ketersediaan subjek(convenience sampling method). Data yang digunakan adalah data primer dan data sekunder. Metode pengumpulan data yang digunakan mencakup uji validitas, uji reliabilitas, uji normalitas, uji linearitas, uji heteroskedastisitas, regression equation, koefisien determinasi dan t-test. Hasil dari penelitian ini menunjukkan bahwa kepuasan konsumen (customer satisfaction) memiliki impact terhadap loyalitas konsumen (customer loyalty). Ini bisa dibuktikan dengan hasil dari penelitian yang dibuat. Berdasarkan hasil dari t-test didapatkan bahwa t count value 11.830 dengan significant value 0.000. T count > t-table atau 11.830>1.67155, dan significance<0.05, Ha diterima, dan terbukti bahwa kepuasan konsumen (customer satisfaction) memiliki impact terhadap loyalitas konsumen (customer loyalty). R2dari penelitian ini adalah 0.594, yang berarti 59.4% dari kepuasan konsumen mempunyai pengaruh terhadap loyalitas konsumen. Beberapa rekomendasi untuk Maxx Coffee untuk meningkatkan performa mereka adalah selalu mendengarkan saran dan rekomendasi, bahkan kritik dari pelanggan, menyajikan produk dengan baik dan benar, meningkatkan skillset karyawan, dan bertanggungjawab bahkan terhadap hal kecil untuk meningkatkan kepuasan daripelanggan yang dapat mempengaruhi loyalitas dari pelanggan.

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