Experiential Marketing untuk Meningkatkan Kepuasan dan Loyalitas Pelanggan pada Coffee Shop Lokal Tellu Kopi

Abstract

Tren kafe berbasis kopi semakin meningkat seiring dengan tingginya tingkat konsumsi kopi di Indonesia. Hal ini membuat pelaku usaha coffee shop untuk lebih kreatif dalam menarik pelanggan. Penelitian ini bertujuan untuk memberikan rekomendasi strategi dalam meningkatkan kepuasan dan loyalitas pelanggan. Penelitian mengambil obyek Tellu Kopi di Kota Surabaya. Data penelitian melibatkan 130 responden diambil dengan purposive sampling lalu diolah menggunakan analisis deskriptif dan Structural Equation Modelling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa pelanggan yang berkunjung akan memperhatikan pengalaman secara visual hingga memunculkan perasaan dan emosi bagi pelanggan. Hal tersebut didukung dengan variabel sense dan feel berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan. Variabel kepuasan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Strategi rekomendasi untuk meningkatkan kenyamanan pelanggan Tellu Kopi meliputi pengadaan live music, fokus pada inovasi dan kualitas bahan baku, penambahan ruangan indoor, variasi menu, penambahan fasilitas, pelatihan barista, dan event workshop.

The trend of coffee-based cafe is increasingly rising in line with the growing coffee consumption rate in Indonesia. This has compelled coffee shop entrepreneurs to be more creative in attracting customers. This study aims to identify the condition of experiential marketing in the sense and feel dimensions in a local coffee shop, determine the impact of sense and feel on customer satisfaction and loyalty, and provide strategic recommendations to increase customer satisfaction and loyalty. This research data involved 130 respondents selected through purposive sampling method and then analyzed using descriptive analysis and Stuctural Equation Modelling-Partial Least Square (SEM-PLS). The results showed that visiting customers will pay attention to the visual experience to generate feeling and emotions for customers. This is supported by the variabels of sense and feel had a positive and significant effect on customer satisfaction and loyalty. Customer satisfaction variable had a positive and significant effect on customer loyalty. Recommended strategies to improve Tellu Kopi's customer experience include live music, focus on innovation and quality of raw materials, additional indoor space, menu variations, additional facilities, barista training, and workshop events.