Efek Mediasi Kepuasan Pelanggan pada Pengaruh Store Atmosphere, Kualitas Produk, dan Lokasi terhadap Loyalitas Pelanggan di Dakara Coffee Bogor

Abstract

Preferensi konsumen yang terus berubah seiring dengan perubahan tren dan gaya hidup masyarakat merupakan tantangan bagi Dakara Coffee untuk mencapai keberlanjutan bisnis. Upaya pengembangan produk dan atribut kafe seperti store atmosphere dan lokasi diharapkan dapat memenuhi nilai yang diinginkan konsumen sehingga mereka puas dan terus melakukan pembelian ulang serta berpotensi menjadi pelanggan kafe Dakara Coffee. Penelitian ini bertujuan menganalisis efek mediasi kepuasan pelanggan pada pengaruh store atmosphere, kualitas produk, dan lokasi terhadap loyalitas pelanggan Dakara Coffee. Penelitian ini menggunakan data primer dari wawancara terstruktur dengan 105 responden yang diperoleh melalui metode systematic random sampling. Data dianalisis menggunakan Partial Least Squares – Structural Equation Modelling. Hasil penelitian ini menunjukkan bahwa kepuasan pelanggan secara parsial memediasi pengaruh store atmosphere dan lokasi terhadap loyalitas pelanggan Dakara Coffee. Memahami atribut selain kualitas produk seperti store atmosphere dan lokasi usaha dapat membantu dalam perumusan strategi pemasaran Dakara Coffee.

Consumer preferences that continue to change along with changes in trends and people's lifestyles are a challenge for Dakara Coffee to achieve business sustainability. Product development efforts and cafe attributes such as store atmosphere and location are expected to meet the desired value of consumers so that they are satisfied and continue to make repeat purchases and potentially become Dakara Coffee cafe customers. This study aims to analyze the mediating effect of customer satisfaction on the effect of store atmosphere, product quality, and location on Dakara Coffee customer loyalty. This study uses primary data from structured interviews with 105 respondents obtained through the systematic random sampling method. Data were analyzed using Partial Least Squares - Structural Equation Modeling. The results of this study indicate that customer satisfaction partially mediates the effect of store atmosphere and location on Dakara Coffee customer loyalty. Understanding attributes other than product quality such as store atmosphere and business location can help in the formulation of Dakara Coffee's marketing strategy.