Analisis Tingkat Kepuasan dan Loyalitas Konsumen di Kupikudai Coffee and Eatery

Abstract

Perubahan gaya hidup telah meningkatkan konsumsi kopi di Indonesia, menyebabkan pertumbuhan cafe dan restoran di Kota Bogor dan meningkatkan persaingan. Kupikudai Coffee and Eatery harus menganalisis karakteristik konsumen serta memahami keinginan dan kebutuhan mereka untuk tetap bersaing. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis tingkat kepuasan dan loyalitas, serta memberikan rekomendasi perbaikan. Metode yang digunakan meliputi analisis deskriptif, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), dan piramida loyalitas. Hasil CSI menunjukkan tingkat kepuasan konsumen sebesar 77,6%. Analisis IPA mengidentifikasi atribut prioritas untuk perbaikan, termasuk periklanan di media sosial, kecepatan penyajian, kebersihan toilet dan mushola, koneksi wi-fi, serta ketersediaan area parkir yang luas. Analisis piramida loyalitas menunjukkan bahwa konsumen didominasi oleh Satisfied Buyer dan tingkat loyalitas belum membentuk segitiga terbalik, menunjukkan bahwa loyalitas konsumen masih perlu ditingkatkan.

Lifestyle changes have increased coffee consumption in Indonesia, causing the growth of cafes and restaurants in Bogor City and increasing competition. Kupikudai Coffee and Eatery must analyze consumer characteristics and understand their wants and needs to remain competitive. This study aims to identify consumer characteristics, analyze the level of satisfaction and loyalty, and provide recommendations for improvement. The methods used include descriptive analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and loyalty pyramid. The CSI results show a customer satisfaction level of 77.6%. IPA analysis identified priority attributes for improvement, including advertising on social media, speed of serving, cleanliness of toilets and prayer rooms, wifi connection, and availability of a large parking area. Loyalty pyramid analysis shows that consumers are dominated by Satisfied Buyers and the loyalty level has not formed an inverted triangle, indicating that consumer loyalty still needs to be improved.