Analisis Faktor-Faktor yang Mempengaruhi Customer Loyalty kepada Konsumen Coffee Shop di Kota Batam
Abstract
Penelitian ini menguji tentang faktor-faktor apa saja yang mempengaruhi loyalitas pelanggan untuk pelanggan kedai kopi yang ada di Kota Batam. Bertumbuhnya pola konsumsi masyarakat menjadikan hal tersebut sebagai peluang di mana banyak pemilik dari kedai kopi merasa yakin bahwa kedai kopi bukan hanya sebagai tempat untuk makan ataupun minum, banyak pelanggan yang bahkan menghabiskan sebagian waktunya di kedai kopi untuk menyelesaikan pekerjaannya. Penulis mengangkat topik loyalitas sebagai dependen dengan variabel independen berupa sustainable marketing activities, customer trust, customer satisfaction, service quality, perceived value, dan brand image sebagai mediasi. Hasil pengujian menunjukkan bahwa service quality menunjukkan hasil tidak signifikan sedangkan variabel lainnya menunjukkan hasil signifikan.
Kata Kunci: loyalitas pelanggan; kedai kopi; kota batam.
Abstract
This study examines what factors affect customer loyalty for coffee shop customers in Batam City. The growing pattern of people's consumption makes this an opportunity where many coffee shop owners believe that coffee shops are not just places to eat or drink, many customers even spend part of their time in coffee shops to complete their work. The author raises the topic of loyalty as a dependent with independent variables in the form of sustainable marketing activities, customer trust, customer satisfaction, service quality, perceived value, and brand image as mediation. The test results show that service quality shows insignificant results while other variables show significant results.
Keywords: customer loyalty; coffee shop; batam city.
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DOI: https://doi.org/10.37531/sejaman.v4i3.2785
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