Pengaruh Kinerja Atribut Bauran Pemasaran Terhadap Loyalitas Melalui Kepuasan Pelanggan Locus Coffee and Workspace di Kota Mataram

Abstract

Peningkatan jumlah kedai kopi atau kafe di Kota Mataram membuat persaingan antar kedai kopi atau kafe pun semakin ketat. Locus Coffee and Workspace merupakan salah satu kedai kopi yang harus menghadapi persaingan tersebut. Tujuan dari penelitian ini adalah menganalisis karakteristik pelanggan, proses pengambilan keputusan pembelian, tingkat kepuasan dan loyalitas pelanggan, serta pengaruh bauran pemasaran terhadap kepuasan dan loyalitas pelanggan Locus Coffee and Workspace. Metode yang digunakan pada penelitian ini adalah Customer Satisfaction Index (CSI), Customer Loyalty Index (CLI) dan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa mayoritas pelanggan berdomisili di Kota Mataram, berusia antara 18-25 tahun dan didominasi oleh pelanggan berjenis kelamin perempuan. Latar belakang pendidikan merupakan lulusan SMA, berstatus belum menikah, berprofesi sebagai pelajar/mahasiswa dan memiliki pendapatan mulai dari Rp1.000.000 hingga Rp2.000.000. Berdasarkan analisis CSI dan CLI tingkat kepuasan pelanggan berada pada kategori “sangat puas” dengan nilai CSI sebesar 90.28 sedangkan tingkat loyalitas pelanggan berada pada tingkat “sangat loyal” dengan nilai CLI sebesar 87.1%. Bauran pemasaran yang berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan adalah produk dan bukti fisik. Sedangkan bauran harga, tempat, promosi, orang, dan proses memiliki pengaruh positif tetapi tidak signifikan terhadap kepuasan dan loyalitas pelanggan. Kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan Locus Coffee and Workspace.

The increasing number of coffee shops or cafes in the city of Mataram has made the competition between coffee shops or cafes even tighter. Locus Coffee and Workspace is one of the coffee shops that must face the competition. The purpose of this research is to analyze customers' characteristics, the purchasing decision-making process, the level of customer satisfaction and loyalty, and the influence of the marketing mix on customer satisfaction and loyalty at Locus Coffee and Workspace. The methods used in this study are the Customer Satisfaction Index (CSI), Customer Loyalty Index (CLI), and Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach. The study results show that most customers live in the city of Mataram, aged between 18-25 years, and female customers dominate. The educational background is high school graduate, single status, student, and has income ranging from Rp 1,000,000 (IDR) to Rp 2,000,000 (IDR). Based on CSI and CLI analysis, the level of customer satisfaction is in the category of "very satisfied" with a CSI value of 90.28, while the level of customer loyalty is at the level of "very loyal" with a CLI value of 87.1%. The product and physical evidence are the marketing mix that has a positive and significant effect on customer satisfaction and loyalty. In comparison, the mix of price, place, promotion, people, and process has a positive but insignificant effect on customer satisfaction and loyalty. Customer satisfaction significantly affects customer loyalty at Locus Coffee and Workspace.