Effect of Service Quality, Product Quality, Store Atmosphere, and Price Affordability on Customer Satisfaction and Loyalty at Coffee Shop Lapak Ngopi

M RAIHAN NAJWAN, Bayu Aji Aritejo, S.E., M.M., M.Si., Ph.D.,

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Seiring dengan semakin banyaknya kedai kopi yang bermunculan di kota Karawang, tentunya terjadi persaingan yang ketat antar pelaku bisnis kedai kopi. Begitu juga dengan kedai kopi Lapak Ngopi yang merupakan salah satu kedai kopi yang berada di kota Karawang. Oleh karena itu, untuk dapat bersaing antar pelaku usaha kedai kopi diharapkan dapat memahami dan memenuhi harapan konsumen sehingga tercipta kepuasan bagi konsumennya. Namun Penjualan di kedai kopi Lapak Ngopi cenderung fluktuatif dan masih jauh dari target pendapatan yang telah ditetapkan oleh kedai kopi Lapak Ngopi. Berdasarkan pendapatan yang masih di bawah batas target per bulan, peneliti perlu melakukan penelitian di Lapak Ngopi untuk menemukan formula peningkatan Kepuasan Pelanggan dan Loyalitas Pelanggan. Penelitian ini menggunakan metode kuantitatif dengan menggunakan metode purposive sampling. Pengumpulan data dilakukan melalui kuesioner. Data yang dikumpulkan sebesar 160 responden yang pernah membeli produk kopi dari Lapak Ngopi dalam sebulan dan peminum kopi aktif. Alat analisis yang digunakan adalah SEM-PLS (structural equation model-partial least square). Berdasarkan hasil analisis menggunakan SEM-PLS diketahui bahwa semua variabel bebas yang digunakan dalam penelitian ini berpengaruh positif terhadap variabel mediasi dan variabel terikat, dan juga variabel mediasi berpengaruh positif terhadap variabel terikat.

Along with the increasing number of coffee shops that have sprung up in the city of Karawang, of course there is intense competition among the coffee shop businesses. Likewise with Coffee Shop Lapak Ngopi which is a coffee shop located in Karawang City. Therefore, to be able to compete among coffee shop businessmen, it is hopes that they can understand and fulfill consumer expectations in order to create satisfaction for their consumers. However Sales at Coffee Shop Lapak Ngopi tend to fluctuate and still far from the revenue target that has been set by the Coffee Shop Lapak Ngopi. Based on income that is still below the target limit per month, researchers need to carry out research on Lapak Ngopi to find the formulas of increase Customer Satisfaction and Customer Loyalty. Quantitative study used as survey method to all visitors who visited the coffee Shop Lapak Ngopi at the time of the research. The criteria for customers as samples in this study include consumers who purchased coffee products from Lapak Ngopi in a month and consumers who active as coffee drinkers. This study used Partial Least Square (PLS) as an analytical tool. Based on the results of the analysis using SEM-PLS, it is known that all the independent variables used in this study have a positive affect on the mediating variable and the dependent variable, and also the mediating variable has a positive affect on the dependent variable.

Kata Kunci : Service Quality, Store Atmosphere, Price, Product Quality, Customer Satisfaction, Customer Loyalty