Pengaruh Perceived Value Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Coffee Shop UD

Abstract

Perkembangan industri coffee shop di Kota Bogor memicu switching behavior konsumen Generasi Z. Penelitian ini bertujuan mengidentifikasi karakteristik konsumen, menganalisis pengaruh perceived value terhadap customer loyalty melalui customer satisfaction, serta merumuskan rekomendasi strategi pada UD. Djaya. Data dari kuesioner online terhadap 133 pelanggan cabang Malabar dan Jalan Puter diolah menggunakan SEM-PLS melalui SmartPLS 4.0. Hasil analisis menunjukkan mayoritas responden adalah mahasiswa dan pelajar Gen Z berdaya beli kuat dengan frekuensi kunjungan yang rendah. Pengujian hipotesis membuktikan perceived value berpengaruh positif dan signifikan terhadap customer satisfaction, dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty sekaligus memediasi hubungan kedua variabel secara signifikan. Indikator utama penentu model adalah kualitas produk yang baik, kepuasan secara menyeluruh, dan ketertarikan rendah berpindah ke pesaing. Manajemen UD. Djaya disarankan mengombinasikan quality control, SOP layanan personal, serta social bar activation dan komunitas untuk mengunci loyalitas pelanggan.

The growth of the coffee shop industry in Bogor has triggered switching behavior among Generation Z consumers. This study aims to identify consumer characteristics, analyze the influence of perceived value on customer loyalty through customer satisfaction, and formulate strategic recommendations for UD. Djaya. Data collected via online questionnaires from 133 customers at the Malabar and Jalan Puter branches were processed using the SEM-PLS method through SmartPLS 4.0. The analysis results indicate that the majority of respondents are Gen Z college and high school students with strong purchasing power but with a low frequency of visits. Hypothesis testing proves that perceived value has a significant positive effect on customer satisfaction, and customer satisfaction has a significant positive effect on customer loyalty while significantly mediating the relationship between the two variables. The primary model indicators are good product quality, overall satisfaction, and a low intention to switch to competitors. UD. Djaya management is advised to combine Quality Control, personalized service SOPs, and social bar and community activations to lock in customer loyalty.