Analisis Kepuasan dan Loyalitas Pelanggan Di Warung Kopi Rawa Sakti, Banda Aceh

Abstract

Rawa Sakti Coffeeshop is one of coffeshops in Banda Aceh that offers only Aceh coffee with a various menus. Lots of coffeshops in Banda Aceh increased business competition and affects the number of costumer visiting Rawa Sakti Coffeeshop. The purpose of this research was to identify consumer characteristics, analyze the level of custumer satisfaction, and measuring consumer loyalty level of Rawa Sakti Coffeeshop. The method used in this research was descriptive analysis, Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and loyalty pyramid. Based on the research, it is known that the majority of consumers who visit Rawa Sakti are men, based in Banda Aceh, aged 17-24 years, educated as a highschool, unmarried, worked as a university student with income between Rp500 001- Rp1 000 000. Based on the analysis, the level of Customer Satisfaction Index (CSI) of Rawa Sakti Coffeeshop is 79.74 percent. Based on loyalty pyramid, consumer of Rawa Sakti Coffeeshop is dominated by habitual buyer is 39,80 percent, thus showed that the level of consumer loyalty is still relatively low and the form of the loyalty pyramid is not inverted triangular