Pengaruh Kualitas Pelayanan, Citra Merek, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan pada Janji Jiwa

Willy Suhandy, Sawidji Widoatmodjo
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Abstract

Indonesia is one of the biggest coffee consumptions country in the world and drinking coffee has become a habit and a culture itself within Indonesia. This kind of consumer behavior leads to many coffee shops being open in Indonesia such as Starbucks, Excelso, and so on. The trend of drinking coffee makes people want to buy cheaper and tastier coffee for their daily consumption and Janji Jiwa as a local brand of a coffee shop can provide a tasty at a more reasonable price for Indonesian customers. Thus, this study was conducted to determine the effect of quality service, brand image, and customer satisfaction on customer Loyalty in Janji Jiwa. The population used in this research was Janji Jiwa consumers in West Jakarta with the number of respondents used in this study being 150 people using non-probability sampling techniques. The collective data were processed using SEM-PLS Program and tested all the hypotheses were. The findings show that quality service, brand image, and customer satisfaction have a positive influence on customer loyalty.

 

Indonesia merupakan salah satu negara yang memiliki tingkat konsumsi terhadap kopi paling banyak di dunia. Meminum kopi itu sendiri sudah menjadi bagian dari suatu kebiasaan dan bahkan menjadi sebuah tradisi orang Indonesia. Dari perilaku ini maka muncullah banyak sekali kedai kopi yang membuka cabang di Indonesia seperti Starbucks, Excelso, dan lain-lain. Tren meminum kopi yang bahkan setiap hari membuat para penikmat kopi di Indonesia memiliki keinginan untuk dapat membeli kopi dengan harga yang murah dan kualitas yang juga baik, melihat hal tersebut Janji Jiwa sebagai brand lokal dari Indonesia hadir dalam memenuhi kebutuhan para konsumen dengan memberikan kopi yang enak dengan harga yang bersahabat. Oleh karena itu, penelitian ini dilakukan untuk mengetahui pengaruh kualitas pelayanan, citra merek, dan kepuasan pelanggan terhadap loyalitas pelanggan pada Janji Jiwa. Populasi yang digunakan pada penelitian ini adalah para penikmat kopi Janji Jiwa di Jakarta Barat dengan total sampel sebanyak 150 orang menggunakan teknik non-probability sampling. Data kemudian diolah menggunakan SEM SmartPLS program sesuai dengan hipotesis yang dilakukan. Dari penelitian ini didapatkan bahwa kualitas pelayanan, citra merek, dan kepuasan pelanggan berpengaruh secara positif terhadap loyalitas pelanggan. 

Keywords

Customer Loyalty; Service Quality; Brand Image; Customer Satisfaction; Loyalitas Pelanggan; Kualitas Pelayanan; Citra Merek; Kepuasan Pelanggan

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