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.

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

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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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