KEPUASAN DAN LOYALITAS KONSUMEN DI KEDAI KOPI TRADISIONAL DAN MODERN DI JAKARTA TIMUR

Muhammad, Fahri Raynaldy (2024) KEPUASAN DAN LOYALITAS KONSUMEN DI KEDAI KOPI TRADISIONAL DAN MODERN DI JAKARTA TIMUR. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

This study aims to analyze (1) consumer characteristics, (2) the level of consumer satisfaction, and (3) the level of consumer loyalty. The research location is at Sapo Bayang Coffee Shop and Oring Coffee Shop in East Jakarta. The sample determination involved 70 consumers who were determined using accidental sampling techniques. Respondents are consumers of both coffee shops. Data collection was carried out in July-August 2023. The data were analyzed descriptively qualitatively and quantitatively, namely CSI, IPA, and loyalty pyramid. The results showed that (1) the dominant consumers of Sapo Bayang Coffee Shop are male, domiciled in Kramat Jati District, with S1 education, private employee profession, and income of IDR 4,666,667.00-Rp7,333,334.00 (not married), and IDR 11,333,333.00-Rp13,666,666.00 (married). The dominant consumers of Kedai Kopi Oring are men, domiciled in Jatinegara District, S1 education, private employee profession, income Rp1,300,000.00-Rp7,100,000.00 (not married), while Rp13,000,000.00 (married). (2) The CSI value at Sapo Bayang Coffee Shop is obtained at 69% and the CSI value at Oring Coffee Shop is obtained at 74%. Attributes that need to be improved at Sapo Bayang Coffee Shop are attributes of price comparison with quality, waiter knowledge of products, comfort and cleanliness of the place, availability of wifi, and availability of toilets. Attributes that need to be improved at Kedai Kopi Oring are the attributes of taste, variety of coffee drink menus, price comparison with quality, waiter alertness, (3) consumers of Kedai Kopi Sapo Bayang and Kedai Kopi Oring have good loyalty with an inverted loyalty pyramid from switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. Keywords: coffee shops, consumer, loyalty, satisfaction Penelitian ini bertujuan untuk menganalisis (1) karakteristik konsumen, (2) tingkat kepuasan konsumen, dan (3) tingkat loyalitas konsumen. Lokasi penelitian di Kedai Kopi Sapo Bayang dan Kedai Kopi Oring di Jakarta Timur. Penentuan sampel melibatkan 70 konsumen yang ditentukan menggunakan teknik pengambilan sampel accidental sampling. Responden merupakan konsumen kedua kedai kopi. Pengumpulan data dilakukan bulan Juli-Agustus 2023. Data dianalisis secara deskriptif kualitatif dan kuantitatif yaitu CSI, IPA, dan Piramida loyalitas. Hasil penelitian menunjukkan bahwa (1) konsumen Kedai Kopi Sapo Bayang dominan adalah laki-laki, domisili di Kecamatan Kramat Jati, dengan pendidikan S1, profesi pegawai swasta, dan pendapatan Rp4.666.667,00-Rp7.333.334,00 (belum menikah), serta Rp11.333.333,00-Rp13.666.666,00 (sudah menikah). Konsumen Kedai Kopi Oring dominan adalah laki laki, domisili di Kecamatan Jatinegara, pendidikan S1, profesi pegawai swasta, pendapatan Rp1.300.000,00- Rp7.100.000,00 (belum menikah),sedangkan Rp13.000.000,00 (sudah menikah). Nilai CSI di Kedai Kopi Sapo Bayang diperoleh sebesar 69% dan (2) nilai CSI di Kedai Kopi Oring diperoleh sebesar 74%. Atribut yang perlu ditingkatkan pada Kedai Kopi Sapo Bayang yaitu atribut perbandingan harga dengan kualitas, pengetahuan pramusaji terhadap produk, kenyamanan dan kebersihan tempat, ketersediaan wifi, dan ketersediaan toilet. Atribut yang perlu ditingkatkan pada Kedai Kopi Oring yaitu atribut cita rasa, variasi menu minuman kopi, perbandingan harga dengan kualitas, kesigapan pramusaji, (3) konsumen Kedai Kopi Sapo Bayang dan Kedai Kopi Oring memiliki loyalitas yang baik dengan piramida loyalitas berbentuk terbalik dari switcher buyer, habitual buyer, satisfied buyer, liking the brand, dan committed buyer. Kata kunci : kedai kopi, konsumen, kepuasan, loyalitas

Jenis Karya Akhir:	Skripsi
Subyek:	600 Teknologi (ilmu terapan) > 630 Pertanian dan teknologi yang berkaitan
Program Studi:	FAKULTAS PERTANIAN (FP) & PASCASERJANA > Prodi S1 Agribisnis
Pengguna Deposit:	. . Yulianti
Date Deposited:	05 May 2025 07:06
Terakhir diubah:	05 May 2025 07:06
URI:	http://digilib.unila.ac.id/id/eprint/86578

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