Analisis faktor-faktor yang memengaruhi customer loyalty pada kafe di Batam: Customer satisfaction sebagai mediasi
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Abstract
Currently, coffee is a widely consumed commodity. This has gotten to the point that coffee is now a regular part of life for people at various societal levels. The goal of this study is to analyze the factors that influence customer loyalty at one of the cafes in Batam. The success of a coffee shop is frequently associated with the caliber of its services, creative brands, and products. These elements result in happy and devoted customers for the coffee business. This study used 317 respondents who fulfilled the necessary conditions to be considered respondents. These respondents were collected using a questionnaire. The sampling method to collect the respondents was non-probability sampling which is purposive sampling. The PLS-SEM approach is used in this study’s data processing. The study’s findings indicate that consumer satisfaction is influenced by brand innovativeness, product quality, and service quality; customer loyalty is influenced by brand innovativeness and customer satisfaction. However, at cafe in Batam, client loyalty is not influenced by product quality or service quality. From this research, the cafe can start improving the quality of products, brand innovativeness, and service quality to improve customer satisfaction, the method that can be used is to train all the employees so they have the same quality.
Pada saat ini, kopi telah menjadi produk yang umum untuk dikonsumsi. Hal ini berkembang hingga pada titik dimana terdapat beberapa lapisan masyarakat yang telah mengikutsertakan kopi ke dalam rutinitasnya. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi loyalitas pelanggan pada salah satu kafe di Batam. Kesuksesan coffee shop sering dihubungkan dengan kualitas produk, brand innovativeness, dan kualitas pelayanan. Faktor tersebut berpengaruh pada pelanggan sehingga puas dan loyal terhadap bisnis kopi. Penelitian ini menggunakan sebanyak 317 respons yang memenuhi kriteria untuk pengolahan data lebih lanjut. Responden diambil dengan menggunakan kuesioner. Teknik pengambilan data yang digunakan adalah non-probability sampling, yakni purposive sampling. Penelitian ini menggunakan teknik analisis PLS-SEM. Hasil penelitian menunjukkan bahwa kepuasan pelanggan dipengaruhi brand innovativeness, kualitas produk, dan kualitas pelayanan; loyalitas pelanggan dipengaruhi oleh brand innovativeness dan kepuasan pelanggan. Sementara itu, loyalitas pelanggan kafe di Batam tidak dipengaruhi oleh kualitas produk atau pelayanan di kafe. Dari penelitian yang telah di lakukan, kafe tersebut dapat mulai meningkatkan kualitas produk, brand innovativeness, dan kualitas layanan sehingga, dapat meningkatkan kepuasan pelanggan, metode yang dapat digunakan, yakni dengan melatih karyawan sehingga, memiliki kualitas yang sama.
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