Stimulus Pemasaran Produk Kopi terhadap Kepuasan dan Loyalitas Konsumen

  • Indra Hartini Sekolah Tinggi Ilmu Ekonomi (STIE) Serelo Lahat

Abstract

This study aimed to determine the effect of marketing stimulus on consumer satisfaction, the effect of marketing stimulus on consumer loyalty, and the effect of marketing stimulus on consumer loyalty through the consumer satisfaction of Tanah Puyang Coffee Shop in Lahat City. This research method is descriptive analysis method and statistical analysis. The number of samples was determined using quota sampling as many as 110 customers of the Tanah Puyang Coffee Shop as respondents, while the determination of the sample was carried out using accidental sampling. Data was collected by conducting interviews based on a prepared questionnaire. Data were analyzed using path analysis. The results of the study, the value of sig in Path Analysis, namely, a) the price variable has a sig value of 0.023 < 0.05; b) The flavor variable has a sig value of 0.386 > 0.05; c) The service quality variable has a sig value of 0.00 < 0.05; d) The promotion variable has a sig value of 0.004 < 0.05. The service quality variable, promotion variable, and consumer satisfaction variable on consumer loyalty have a sig value. respectively, namely, 0.00 < 0.05, 0.005 < 0.05, 0.028 < 0.05. In conclusion, price, service quality, and promotion have an influence on consumer satisfaction. Service quality, promotion, and consumer satisfaction affect consumer loyalty. Service quality and promotion through customer satisfaction have an influence on consumer loyalty for Kedai Tanah Puyang coffee products.

Keywords: Consumer Satisfaction, Consumer Loyalty, Marketing Stimulus

References

Arista, D., Dolorosa, E., & Suharyani, A. (2021). Pengaruh Atribut Produk Kopi Bubuk Instan Indocafe Terhadap Kepuasan Dan Loyalitas Konsumen Di Kota Pontianak. SEPA: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(2), 83. https://doi.org/10.20961/sepa.v17i2.38604

Griffin, J. (2005). Customer Loyalty: Menumbuhkan & Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga

Kotler, P., & Kevin, L. K. (2006). Manajemen Pemasaran. (11th ed.). Jakarta: Indeks

Kotler, P., & Keller, K. (2009). Dalam Manajemen Pemasaran (1st ed.). Jakarta: Erlangga

Lukitaningsih, A. (2013). Perkembangan Konsep Pemasaran: Implementasi dan Implikasinya. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 3(1), 21–35. https://doi.org/10.30588/JMP.V3I1.85

Permatasari, S. A., Prasetyo, E., & Santoso, S. I. (2021). Analisis Stimulus Pemasaran Produk Kopi terhadap Kepuasan dan Loyalitas Konsumen (Studi Kasus pada Kafe Semasa Semarang). Jurnal Ekonomi Pertanian Dan Agribisnis, 5(3), 805–818. https://doi.org/10.21776/UB.JEPA.2021.005.03.18

Priangani, A. (2013). Memperkuat Manajemen Pemasaran dalam Konteks Persaingan Global. Jurnal Kebangsaan, 2(4), 1-9. https://doi.org/10.0/CSS/ALL.CSS

Rahmaddiansyah, F., & Utami, C. V. (2015). Analisis Loyalitas Konsumen terhadap Minuman Kopi Robusta di Kota Banda Aceh. Jurnal Agrisep, 16(2), 77 – 85. http://jurnal.unsyiah.ac.id/agrisep/article/view/3050

Rofa, M. H., & Dwiyanto, B. M. (2016). Analisis Pengaruh Kualitas Layanan Dana Store Atmosphere terhadap Kepuasan Konsumen untuk Menciptakan Loyalitas Konsumen (Studi Kasus pada Konsumen Salwa House Kafe di Tembalang). Diponegoro Journal of Management, 5(1), 1–10. https://ejournal3.undip.ac.id/index.php/djom/article/view/13474

Selang, C. A. D. 2013. Bauran Pemasaran (Marketing Mix) Pengaruhnya terhadap Loyalitas Konsumen Pada Freshmart Bahu Mall Manado. J. EMBA, 1(3), 71–80. https://doi.org/10.35794/emba.1.3.2013.1374

Solomon, M. (2002). Consumer Behavior: Buying, Vaving and Being. New Jersey: Prentice Hall

Yusuf, I. M. (2017). Pengaruh harga dan suasana cafe terhadap kepuasan konsumen pada cafe Cofindo Bandung. Tesis. Universitas Pasundan. Bandung
Published
2021-12-04
Abstract viewed = 88 times
pdf downloaded = 104 times