Analisis faktor-faktor yang memengaruhi loyalitas pelanggan terhadap coffee shop di Kota Batam

Abstract

The purpose of this study is to analyze the factors that affect customer loyalty to coffee shops in Batam City. Data were collected by distributing Google Form questionnaires to customers who had bought and visited coffee shops in Batam City. Therefore, the sample size obtained in this study was 328 respondents using purposive sampling. Data were analyzed using Partial Least Square (PLS) with Structural Equation Modeling (SEM) techniques. The result of this study indicates that service quality has an insignificant impact on customer satisfaction. However, price, brand image, store atmosphere, and product quality have a significant positive impact towards customer satisfaction, customer satisfaction have a significant positive impact towards customer loyalty. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi loyalitas pelanggan terhadap coffee shop di Kota Batam. Data dikumpulkan melalui penyebaran kuesioner Google Form kepada pelanggan yang pernah membeli dan mengunjungi coffee shop di Kota Batam. Jumlah sampel yang diperoleh dalam penelitian ini adalah sebanyak 328 responden dengan menerapkan purposive sampling. Data dianalisis dengan menggunakan Partial Least Square (PLS) dengan teknik Structural Equation Modelling (SEM). Hasil pada penelitian ini membuktikan bahwa kualitas layanan tidak berpengaruh signifikan terhadap kepuasan konsumen. Namun harga, citra merek, suasana toko, dan kualitas produk berdampak signifikan positif terhadap kepuasan pelanggan, kepuasan pelanggan berdampak signifikan positif terhadap loyalitas pelanggan.