Chollisotin, Ika Cahyani (2015) Analisis Pengaruh Membership Card Terhadap Tingkat Kepuasan dan Loyalitas Pengunjung (Studi Kasus Kafe Toast Story Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Dewasa ini banyaknya persaingan usaha di bidang makanan di kota Malang. Hal ini menimbulkan banyak persaingan antar kafe dalam menarik konsumen.Salah satunnya adalah kafe Toast Story. Persaingan antar kafe sangat beragam, salahsatunya menciptakan ide pemasaran menarik, contohnya memberikan membership card kepada konsumen. Keuntungan membership card yang diberikan kafe Toast Story adalah diskon 10% untuk minimal pembelian Rp 50.000, promo event tertentu dan reward akhir tahun. Masalahnya efektivitas program membership card bagi perusahan maupun pelanggan belum banyak dikaji. Tujuan penelitian ini adalah untuk mengetahui pengaruh kepemilikan membership card terhadap kepuasan konsumen dan pengaruh kepuasan konsumen terhadap loyalitas konsumen pada kafe Toast Story. Penelitian ini menggunakan metode Partial Least Square (PLS). Variabel eksogenpenelitian ini adalah diskon 10% untuk minimal pembelian Rp 50.000, promo event tertentu danreward yang diberikan pada akhir tahun. Variabel endogen penelitian ini adalah kepuasan konsumen dan loyalitas konsumen. Hasil penelitian menunjukkan bahwa variabel diskon berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y1) dengan nilai t hitung 2,990. Promo event berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y1) dengan nilai t hitung 2,018. Reward berpengaruh positif dan signifikan terhadap kepuasan konsumen (Y1) dengan nilai t hitung 2.539. Kemudian kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen (Y2) dengan nilai t hitung 9,725.
English Abstract
Curently there are so many business competition in culinary at Malang city, one of them is Toast Story Cafe. It results on the competition among cafe in attracting customers, the competition among cafe very varied such as offering new menus, comfortable room, and create interesting market ideas for example give membership card for the customers. The advantage of giving membership card from Toast Story Cafe is 10% of discount for minimum purchase Rp 50.000, promo of special event, and year end reward. Although, the effectiveness of membership card program for company and customer is rarely observe. The purpose of this research is to find out the influence of membership card toward to customer’s satisfaction at Toast Story Cafe and to find out the influence of customer’s satisfaction toward customer’s loyalty for Toast Story Cafe. This research is using Partial Least Square Method (PLS). Exogenous variable in this research is 10% of discount for minimum purchase, promo of special event, and year end reward. Moreover, endogen variable is customer’s satisfaction and loyalty. Result of this research shows that discount variable has positive influence and significant toward customer's satisfaction (Y1) with 2.990 t value, Promo of special event has positive influence and significant toward customer’s satisfaction (Y1) with 2.018 t value, reward has positive influence and significant toward customer’s satisfaction (Y1) with 2.539 t value. The customer’s satisfaction has positive influence and significant toward customer’s loyalty (Y2) with 9.725 t value
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/391/051508680 |
| Uncontrolled Keywords: | Diskon,Kepuasan,Reward,Loyalitas, Membership card, Partial Least Square,-Discount, Loyalty, Membership card, Partial Least Square, Reward, , Satisfaction |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 Jan 2016 08:41 |
| Last Modified: | 25 Nov 2021 08:03 |
| URI: | http://repository.ub.ac.id/id/eprint/150303 |
Preview |
Text
Ringkasan.pdf Download (1MB) | Preview |
Preview |
Text
lembar_pengesahan.pdf Download (1MB) | Preview |
Preview |
Text
Scan.pdf Download (1MB) | Preview |
Preview |
Text
lembar_persetujuan.pdf Download (1MB) | Preview |
Preview |
Text
skripsi_A5.pdf Download (2MB) | Preview |
Actions (login required)
 |
View Item |