TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints82436
UR  - http://digilib.unila.ac.id/82436/
A1  - Rakha , Adinata Utomo
Y1  - 2024/06/20/
N2  - Penelitian ini bertujuan untuk menganalisis tren pembelian, proses pengambilan
keputusan, tingkat kepuasan, dan tingkat loyalitas konsumen terhadap produk
minuman kopi Adiksi Coffee di Kota Bandar Lampung. Penelitian ini
menggunakan metode survei dengan kuesioner. Sampel dipilih berdasarkan
metode non probability sampling, jenisnya adalah quota sampling. Jumlah sampel
sebanyak 70 konsumen. Penelitian ini dilaksanakan di Adiksi Coffee
Purnawirawan yang merupakan cabang pertama dan paling lama berdiri. Waktu
pengumpulan data penelitian dilaksanakan pada bulan April sampai Mei 2024.
Hasil penelitian diuji dengan menggunakan uji validitas dan reliabilitas. Analisis
data menggunakan metode analisis deskriptif, Customer Satisfaction Index (CSI),
dan Loyalty Brand. Hasil penelitian menunjukkan bahwa tren pembelian
minuman kopi di Adiksi Coffee yaitu mayoritas pengunjung membeli produk kopi
susu aren, kopi susu, dan caramel latte yang merupakan menu unggulan
(signature). Tahapan proses keputusan pembelian konsumen, terdiri dari
pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan
pembelian konsumen, dan perilaku pasca pembelian. Tingkat kepuasan konsumen
berdasarkan dalam mengonsumsi produk minuman kopi sebesar 84%, berada pada
rentang skala 81%-100% artinya secara keseluruhan konsumen merasa sangat
puas. Tingkat loyalitas konsumen berdasarkan piramida loyalitas diketahui bahwa
konsumen merupakan konsumen yang loyal pada tingkatan satisfied buyer sebesar
90%.
Kata kunci: Kedai kopi, kepuasan, loyalitas, pembelian.
ANALYSIS OF CONSUMER SATISFACTION AND LOYALTY
TOWARDS PURCHASING COFFEE BEVERAGE PRODUCTS
AT ADIKSI COFFEE IN THE CITY
OF BANDAR LAMPUNG
By
Rakha Adinata Utomo
This study aims to analyze purchasing trends, decision-making processes,
satisfaction levels, and consumer loyalty levels for Adiksi Coffee coffee beverage
products in Bandar Lampung City. This study used a survey method with a
questionnaire. The sample was selected based on the non probability sampling
method, the type was quota sampling. The sample size was 70 consumers. This
research was conducted at Adiksi Coffee Purnawirawan which is the first and
longest established branch. The research data collection time was carried out
from April to May 2024. The results of the study were tested using validity and
reliability tests. Data analysis uses descriptive analysis methods, Customer
Satisfaction Index (CSI), and Brand Loyalty. The results showed that the trend of
buying coffee drinks at Adiksi Coffee is that the majority of visitors buy palm milk
coffee, milk coffee, and caramel latte products which are signature menus. The
stages of the consumer purchasing decision process, consisting of need
recognition, information search, alternative evaluation, consumer purchasing
decisions, and post-purchase behavior. The level of consumer satisfaction based
on consuming coffee beverage products is 84%, which is in the 81%-100% scale
range, meaning that overall consumers feel very satisfied. The level of consumer
loyalty based on the loyalty pyramid shows that consumers are loyal consumers at
the satisfied buyer level of 90%.
Keywords: Coffee shop, loyalty, purchase, satisfaction
PB  - FAKULTAS PERTANIAN
TI  - ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP
PEMBELIAN PRODUK MINUMAN KOPI PADA ADIKSI COFFEE
DI KOTA BANDAR LAMPUNG
AV  - restricted
ER  -