Pratama, Gede Bayu Rizky (2022) Pengaruh Service Quality Dan Brand Image Terhadap Kepuasan Pelanggan Dalam Membangun Loyalitas Pelanggan (Studi Kasus Pada Folkafe: Coffee & Stories). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Indonesia merupakan salah satu negara produsen kopi terbesar di dunia, dimana tingkat konsumsi di masyarakat terus meningkat setiap tahun dan akan terus bertambah. Selain itu, akibat kota yang mengkonsumsi kopi menyebabkan bermunculannya kedai kopi di berbagai bagian wilayah di Indonesia. Dikarenakan banyaknya pilihan coffee shop yang tentu akan memunculkan persaingan antar pemilik usaha coffee shop. Maka dari itu untuk bisa mempertahankan usaha dan bersaing dengan pesaing lainnya, coffee shop perlu adanya ketertarikan dari konsumen. Hal ini bisa dilihat dari faktor eksternal dan internal coffee shop. Dari kedua faktor ini merupakan formulasi strategi setiap bisnis agar memunculkan atau bahkan dapat menimbulkan usaha dan kepuasan pelanggan terhadap loyalitas dari coffee shop tersebut. Loyalitas pelanggan sendiri dapat ditingkatkan dengan meningkatkan kepuasan pelanggan dan bisnis harus memuaskan pelanggan terlebih dahulu sebelum mereka mendapatkan loyalitas pelanggan. Penelitian ini dilakukan untuk menjawab bagaimana pengaruh service quality, brand image, dan kepuasan pelanggan sebuah kedai kopi terhadap loyalitas pelanggan dengan menggunakan Folkafe: Coffee & Stories sebagai objek penelitian. Variabel laten yang digunakan meliputi service quality, brand image, kepuasan pelanggan, dan loyalitas pelanggan. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif dimana data didapatkan dari kuesioner yang disebarkan melalui metode survei online dan offline kepada 290 responden. Penelitian ini merupakan penelitian konklusif – deskriptif – multiple cross-sectional dan metode pengolahan data yang digunakan adalah analisis deskriptif dan Regresi Linear ganda. Dari penelitian ini dihasilkan 6 hipotesis yang dianalisis dan mendapatkaan nilai p-value sebesar 0.000 yang dimana nilai tersebut dibawah nilai taraf signifikan alpha sebesar 0.05 dan dapat diartikan hasil pada penelitian menunjukkan bahwa loyalitas pelanggan dipengaruhi oleh kualitas layanan, citra merek dan kepuasan pelanggan. Selain itu kepuasan pelanggan memediasi service quality dan brand image terhadap loyalitas pelanggan. Ini adalah studi yang berguna yang membantu pembaca dalam mengeksplorasi informasi lebih lanjut tentang hubungan antara kualitas layanan, citra merek, kepuasan pelanggan, dan loyalitas pelanggan.
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Indonesia is one of the largest coffee producing countries in the world, where the level of consumption in society continues to increase every year and will continue to grow. In addition, due to the city that consumes coffee, coffee shops have emerged in various parts of Indonesia. Due to the large selection of coffee shops which will certainly give rise to competition between coffee shop business owners. Therefore, to be able to maintain a business and compete with other competitors, coffee shops need interest from consumers. This can be seen from the external and internal factors of the coffee shop. Of these two factors is the formulation of the strategy of each business in order to give rise to or even can cause business and customer satisfaction with the loyalty of the coffee shop. Customer loyalty itself can be increased by increasing customer satisfaction and businesses must satisfy customers first before they get customer loyalty. This research was conducted to answer how the influence of service quality, brand image, and customer satisfaction of a coffee shop on customer loyalty by using Folkafe: Coffee & Stories as the object of research. Latent variables used include service quality, brand image, customer satisfaction, and customer loyalty. This study was conducted using a quantitative approach where data were obtained from questionnaires distributed through online and offline survey methods to 290 respondents. This research is a conclusive – descriptive – multiple cross-sectional research and the data processing methods used are descriptive analysis and double Linear Regression. From this study, 6 hypotheses were produced which were analyzed and obtained a p-value of 0.000 which is below the alpha significant level value of 0.05 and can be interpreteds a result of the study showing that customer loyalty is influenced by service quality, brand image and customer satisfaction. In addition customer satisfaction mediates service quality and brand image towards customer loyalty. This is a useful study that assists readers in exploring more information about the relationship between service quality, brand image, customer satisfaction, and customer loyalty.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Coffee shop, Kepuasan Pelanggan, Loyalitas Pelanggan, Service QualityCoffeeshop, Customer Satisfaction, Customer Loyal |
| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 21 Oct 2025 03:29 |
| Last Modified: | 21 Oct 2025 03:29 |
| URI: | http://repository.its.ac.id/id/eprint/128638 |
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