Keberlanjutan Bisnis Coffee Shop Lokal pada Era Industri 4.0 Di Daerah Istimewa Yogyakarta

NANDA RUSTI, Prof Dr. Irham, M.Sc.; Ir. Any Suryantini, M.M., Ph.D.

2021 | Tesis | Magister Manajemen Agribisnis

Keberlanjutan bisnis pada coffee shop lokal sesuatu hal yang sangat krusial dalam persaingan yang kompetitif. Daerah Istimewa Yogyakarta banyak dijumpai Coffee shop lokal, khususnya Kota Yogyakarta dan Kabupaten Sleman. Coffee shop lokal yang berorientasi pada keberlanjutan harus memiliki kemampuan khusus untuk menerapkan praktik yang menjadi keuntungan sumber daya saing di pasaran. Penelitian ini bertujuan untuk menganalisis: (1) pengaruh perceived quality, harga, industri 4.0, dan inovasi produk, terhadap kepuasan pelanggan, (2) pengaruh perceived quality, harga, industri 4.0, dan inovasi produk terhadap keunggulan bersaing, (3) pengaruh kepuasan pelanggan terhadap loyalitas, dan (4) pengaruh kepuasan, keunggulan bersaing, dan loyalitas terhadap keberlanjutan coffee shop lokal. Kuesioner online digunakan untuk mengumpulkan data pelanggan yang memesan atau menikamti minuman kopi dan membagikan foto dengan hastag atau menandai salah satu coffee shop lokal di halaman Instagramnya. Pelanggan mempunyai kesempatan yang sama untuk dijadikan sampel sesuai dengan proporsi secara representatif pada setiap coffee shop lokal. Sampel yang digunakan sebanyak 173 responden dari 86 coffee shop lokal independen dan 87 coffee shop waralaba. Structural Equation Modeling (SEM) dengan bantuan aplikasi AMOS digunakan untuk menganalisis data pada penelitian ini. Hasil penelitian ini menunjukkan bahwa perceived quality, harga, industri 4.0, dan inovasi produk berpengaruh langsung secara terhadap kepuasan pelanggan. Perceived quality, harga, industri 4.0, dan inovasi produk juga berpengaruh langsung secara terhadap keunggulan bersaing. Kepuasan pelanggan memiliki pengaruh langsung terhadap loyalitas. Keunggulan bersaing dan loyalitas memiliki pengaruh langsung terhadap keberlanjutan bisnis, sedangkan kepuasan pelanggan tidak memiliki pengaruh langsung, tetapi memiliki pengaruh tidak langsung terhadap keberlanjutan bisnis. Loyalitas sebagai mediasi antara kepuasan pelanggan dengan keberlanjutan bisnis yang memiliki peran kuat. Saran yang direkomendasikan untuk coffee shop lokal agar mampu berkelanjutan, harus mampu membuat pelanggan puas, mimiliki keunggulan bersaing, dan mampu memunculkan loyalitas pelanggan terhadap coffee shop tersebut.

Business continuity for a local coffee shop is greatly crucial in the competitive competition. There are plenty local coffee shops in the Special Region of Yogyakarta, especially Yogyakarta and Sleman. A local coffee shop that is oriented towards sustainability is required to have particular skills to implement practices that are an advantage of competitiveness within the market. This present study was intended to examine the effect of: (1) perceived quality, price, industry 4.0, and products innovation on customer satisfaction, (2) perceived quality, price, industry 4.0, and products innovation on competitive advantages, (3) customer satisfaction on loyalty, and (4) satisfaction, competitive advantages, and loyalty on the sustainability of the local coffee shops. An online questionnaire was used to collect the data of customers who ordered or enjoyed coffee drinks in which later they posted photos by adding a hashtag or tagging one of the nearby coffee shops on their instagram account. Those customers had the same possibility to be sampled according to a representative proportion at each local coffee shop. There were 173 respondents from 86 independent local coffee shops and 87 franchise coffee shops as samples. Structural Equation Modeling (SEM) with the aid of the AMOS application was utilized to analyze the data. The results of this research indicated that perceived quality, price, industry 4.0, and products innovation influenced customer satisfaction directly. Perceived quality, price, industry 4.0, and products innovation also had a direct impact on competitive advantages. Customer satisfaction had an effect on loyalty directly. Competitive advantages and loyalty affected business sustainability directly, reversely customer satisfaction did not. Loyalty as a mediation between customer satisfaction and business sustainability includes a forceful role. Based on the findings of this study, it is distinctly suggested for local coffee shops to be sustainable, to be able to satisfy customers, to have competitive advantages, and to be able to earn customer loyalty.

Kata Kunci : Coffee Shop, Keberlanjutan Bisnis, Kepuasan Pelanggan, Keunggulan Bersaing, Loyalitas