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Title: | Faktor-Faktor yang Berhubungan dengan Loyalitas Konsumen di Abbasy Caffe & Resto |
Other Titles: | Factors Related to Loyalty Consumer at Abbasy Caffe & Resto |
Authors: | Fadila, Elzha Nur OKTAVIANI, RANI NUR |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | RANI NUR OKTAVIANI. Faktor-Faktor yang Berhubungan dengan Loyalitas Konsumen di Abbasy Caffe & Resto. Dibimbing oleh ELZHA NUR FADILA.
Faktor-faktor yang memengaruhi loyalitas konsumen di Abbasy Caffe & Resto, yaitu kepuasan konsumen yang meliputi kualitas produk, pelayanan yang baik, personal hygiene serta kebersihan tempat tersebut. Teknik analisis data menggunakan uji validitas, uji reliabilitas dan uji statistik menggunakan uji chi-square. Hasil analisis menunjukkan responden konsumen paling banyak yaitu laki-laki (54%), responden paling banyak terdapat pada usia 19-30 tahun (49%) dengan pendidikan paling banyak yaitu SMA-SMK (56%), konsumen yang berkunjung paling banyak yaitu >5 kali (44%) dengan keperluan paling banyak untuk berkumpul ataupun rapat (58%). Terdapat hubungan yang signifikan antara faktor kepuasan konsumen dengan faktor loyalitas konsumen di Abbasy Caffe & Resto. Rekomendasi yang dapat diberikan untuk Abbasy Caffe & Resto yaitu memberikan edukasi kepada karyawan mengenai personal hygiene dan sanitasi agar meningkatkan pengetahuan mengenai kebersihan kafe serta personal hygiene pada karyawan. Rekomendasi lainnya yaitu meningkatkan daya tarik konsumen baru melalui manajemen pemasaran yang lebih beragam serta interior kafe yang lebih estetika dan kekinian, guna meningkatkan jumlah konsumen di setiap harinya.
Kata kunci: kepuasan konsumen, loyalitas konsumen RANI NUR OKTAVIANI. Factors Related to Loyalty Consumer at Abbasy Caffe & Resto. Supervised by ELZHA NUR FADILA. Factors that influence consumer loyalty at Abbasy Caffe & Resto, namely consumer satisfaction which includes product quality, good service, personal hygiene and cleanliness of the place. Data analysis techniques use validity tests, reliability tests and statistical tests using the chi-square test. The results of the analysis show that the majority of consumer respondents are men (54%), the majority of respondents are aged 19-30 years (49%) with the most education, namely SMA-SMK (56%), the consumers who visit the most are > 5 times (44%) with the greatest need for gatherings or meetings (58%). There is a significant relationship between consumer satisfaction factors and consumer loyalty factors at Abbasy Caffe & Resto. The recommendation that can be given to Abbasy Caffe & Resto is to provide education to employees regarding personal hygiene and sanitation in order to increase knowledge about cafe cleanliness and personal hygiene among employees. Another recommendation is to increase the attraction of new consumers through more diverse marketing management and more aesthetic and contemporary cafe interiors, in order to increase the number of consumers every day. Keywords: consumer satisfaction, consumer loyalty |
URI: | http://repository.ipb.ac.id/handle/123456789/153957 |
Appears in Collections: | UT - Management of Food Service and Nutrition |
Files in This Item:
File | Description | Size | Format | |
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cover_J0306201093_e36de6b476304cacbceb4606b7abea50.pdf | Cover | 923.27 kB | Adobe PDF | View/Open |
fulltext_J0306201093_4bd517f2bef84926b4e339a5cd9cad97.pdf Restricted Access | Fulltext | 1.45 MB | Adobe PDF | View/Open |
lampiran_J0306201093_174d0fce904340d08884dbe36f892bb3.pdf Restricted Access | Lampiran | 902.06 kB | Adobe PDF | View/Open |
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