Analisis Kepuasan dan Loyalitas Konsumen Anomali Coffee di Kemang, Jakarta Selatan

Abstract

Anomali Coffee is one of coffeshop that offers Indonesian coffee only and has black coffee as main menu. Coffee shop business competition in Jakarta affects the number of customers visiting Anomali Coffee Kemang. The aim of this research was to analyze consumer characteristics, consumer buying desicion process, the level of customer satisfaction, and customer loyalty that will have implications for the marketing mix of Anomali Coffee Kemang. The method used in this research were descriptive analysis method, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and loyalty pyramid. Based on the research, it can be known that the majority of consumers who visit Anomali Coffee Kemang are women, live in Jakarta, aged 17-24 year, educated as a bachelor, unmarried status, worked as an employee with income between Rp2 000 000-Rp4 000 000. Based on the analysis of Customer Satisfaction Index (CSI), the level of customer satisfaction on attributes of Anomali Coffee Kemang is 77.06 percent. Based on loyalty pyramid, the number of habitual buyer is still dominating the consumer by 58 percent, which showed that the level of consumer loyalty is still relatively low because the form of the loyalty pyramid is not inverted triangular.

Anomali Coffee Kemang merupakan kedai kopi yang menawarkan kopi asli Indonesia dengan menu utama kopi hitam. Persaingan bisnis kedai kopi di Jakarta berdampak pada jumlah konsumen yang berkunjung ke Anomali Coffee Kemang. Penelitian ini bertujuan untuk menganalisis karakteristik konsumen, keputusan pembelian konsumen, kepuasan konsumen, dan loyalitas konsumen yang hasilnya berimplikasi terhadap bauran pemasaran Anomali Coffee Kemang. Metode yang digunakan pada penelitian ini adalah analisis deskriptif, Importance Performance Analysis (IPA), Costumer Satisfaction Index (CSI), dan piramida loyalitas. Berdasarkan penelitian, diketahui bahwa mayorit as konsumen yang berkunjung ke Anomali Coffee Kemang adalah perempuan, berusia 17-24 tahun, berdomisili di Jakarta, berpendidikan akhir sarjana, belum menikah, bekerja sebagai pegawai swasta, dan berpendapatan Rp 2000 000-Rp4 000 000. Berdasarkan analisis CSI, tingkat kepuasan konsumen terhadap atribut Anomali Coffee Kemang sebesar 77.06 persen. Berdasarkan piramida loyalitas, sebesar 58 persen konsumen Anomali Coffee Kemang adalah habitual buyer dan tingkat loyalitas konsumen belum baik karena piramida loyalitas belum berbentuk segitiga terbalik.