ANALISIS TINGKAT LOYALITAS PELANGGAN DI WORK COFFEE BANDUNG

Sheila Nikitta Dasilva, - (2022) ANALISIS TINGKAT LOYALITAS PELANGGAN DI WORK COFFEE BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk meneliti faktor yang mempengaruhi loyalitas pelanggan di Work Coffee Bandung dan Analisis tingkat loyalitas pelanggan di Work Coffee Bandung. Variabel faktor loyalitas pelanggan Service Quality, Brand Image, Customer Satisfaction dan Trust terhadap tingkatan loyalitas yaitu (switcher, habitual buyer, satisfied buyer, liking of the brand dan committed buyer)konsumen di Work Coffee Bandung. Penelitian ini menggunakan metode kuantitatif, pendekatan deskriptif dan verifikatif, Analisis yang digunakan analisis regresi linier berganda dengan sampel pada penelitian ini merupakan 100 konsumen di Work Coffee Bandung dengan teknik Accidental Sampling. Hasil dari penelitian ini memperlihatkan faktor yang berpengaruh positif dan signifikan terhadap tingkatan loyalitas pelanggan di Work Coffee Bandung adalah Service Quality, Brand Image dan Customers Satisfaction, Tingkat loyalitas pelanggan di Work Coffee berada di Liking Of The Brand yaitu konsumen yang sungguh-sungguh menyukai Work Coffee Bandung. Kesimpulan dari penelitian ini adalah variabel Service Quality, Brand Image dan Customers Satisfaction yang memiliki pengaruh signifikan terhadap tingkatan loyalitas pelanggan. Rekomendasi dari peneliti ini adalah meningkatkan Service quality, brand image, customer satisfaction dikarenakan dalam penelitian ini berpengaruh terhadap tingkatan loyalitas pelanggan, sedangkan untuk trust dapat menggunakan strategi yang lebih tepat dalam meningkatkan kepercayaan konsumen. Kata Kunci : Switcher, Habitual Buyer, Satisfied Buyer, Liking Of The Brand, Committed Buyer The number of coffee shops that have the same concept and service makes a decrease in revenue at Work Coffee Bandung. Knowing customer loyalty can increase the sense of customer loyalty. This study aims to examine the factors that influence customer loyalty at Work Coffee Bandung and analysis of customer loyalty levels at Work Coffee Bandung. The variable factors of customer loyalty are Service Quality, Brand Image, Customer Satisfaction and Trust to the level of loyalty (switcher, habitual buyer, satisfied buyer, liking of the brand and committed buyer) consumers at Work Coffee Bandung. This study uses quantitative methods, descriptive and verification approaches, The analysis used is multiple linear regression analysis with the sample in this study is 100 consumers at Work Coffee Bandung with Accidental Sampling technique. The results of this study show that the characteristics of customer loyalty at Work Coffee are quite high. Factors that have a positive and significant effect on the level of customer loyalty at Work Coffee Bandung are Service Quality, Brand Image and Customers Satisfaction, The level of customer loyalty at Work Coffee is in Liking Of The Brand namely consumers who really like Work Coffee Bandung. The conclusion of this study is that the variables of Service Quality, Brand Image and Customers Satisfaction have a significant influence on the level of customer loyalty. Recommendations from this researcher are to improve service quality, brand image. Keywords: Switcher, Habitual Buyer, Satisfied Buyer, Liking Of The Brand, Committed Buyer

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing : Agus Sudono : 6134240 Gilang Pratama Putra : 6786959
Uncontrolled Keywords:	Loyalitas Pelanggan
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Sheila Nikitta Dasilva
Date Deposited:	27 Sep 2022 05:49
Last Modified:	27 Sep 2022 05:49
URI:	http://repository.upi.edu/id/eprint/82739

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