GUNAWAN, AIDIN WAHYU (2020) ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN KOPI ROBUSTA DI KEDAI KOPI JANJI JIWA SURABAYA. Other thesis, UPN Veteran Jawa Timur.
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Abstract
Coffee is one of the agricultural commodities which has high economic value amonganother agricultural commodities. The coffee agribusiness’s achievementneeds support of all participant involved the producting, processing and marketing of coffee. Coffee isa trend drink by present day who many people like and enjoy coffee has become usual thing in big city, make coffee shop is promising business. However, the business owners often regard for quality of products and services which are source of customer’s satisfaction and loyalty. This research aims to identify Robusta coffee’s of highest attributes, analyze the satisfaction and loyalty at Janji Jiwa CoffeeShop Surabaya. The research location was chosen purposively with determining sample methods known as accidental sampling. Data analysis methods in this research are descriptive analysis, Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI) and the Pyramid of Loyalty The result shows that 1). There are five highest attributes from the ranking/score of JanjiJiwa coffee shop’s products that have highest satisfaction are taste, friendliness, politeness, cleanliness, and price 2). The product attributes are classified into 4 quadrants: Quadrant I (Top Priority) is taste and price. Quadrant II (Maintain Performance) is taste, friendliness, politeness. Quadrant III (Low Priority) is speed and neatness. Quadrant IV (Excess) is color, texture, scent and satisfaction index with a value of 85.99% are in the range of satisfaction index 81% -100% which means consumers are very satisfied with the attributes of the JanjiJiwacoffee shop’s product 3). Consumers of JanjiJiwacoffeeshop are in the loyal category depicted with an inverted loyalty pyramid with rateof 70% Liking The Brand, 60% Buyer Satisfied, 58% Switcher Buyer, 48% Habitual Buyer and 38% Committed Buyer Keywords: Product Attributes, Satisfaction, Consumers, Robusta Coffee, Loyalty.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Users 12 not found. | ||||||||
| Date Deposited: | 25 Nov 2020 03:33 | ||||||||
| Last Modified: | 25 Nov 2020 03:33 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/768 |
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