The Use of Loyalty Card Promotion: Analyzing Customer Loyalty and Satisfaction of Card Holders

Abstract

The increasing consumption of coffee in Indonesia makes business people try to create innovation by establishing marketing facilities that can provide satisfaction for customers. In addition, each company creates a loyalty program in the form of a member card that provides benefits and privileges in making transactions. This study aims to determine the effect of member card usage and customer satisfaction on customer loyalty. The research method used through descriptive and quantitative approaches with data collection techniques through the distribution of online questionnaires through social media was obtained by 244 respondents. The sampling technique uses nonprobability sampling with incidental methods. This research uses SMARTPLS software version 3.2.9 to conduct data processing. The results of this study show that member cards have a significant positive influence on customer satisfaction and member cards also have a significant positive influence on customer loyalty. In the end, customer satisfaction also has a significant positive influence on customer loyalty.