Putra, Reza Novyandi (2018) Peran Kepuasan Konsumen Terhadap Loyalitas Pada Coffee Shop Mahasiswa Di Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui peran kepuasan konsumen terhadap loyalitas pada coffee shop mahasiswa di Malang. Responden pada penelitian ini berjumlah 118 orang. Teknik pengambilan sampel menggunakan accidental sampling. Populasi dalam penelitian ini adalah pengunjung dari coffee shop mahasiswa. Alat ukur yang digunakan dalam penelitian ini adalah skala kepuasan konsumen berdasarkan teori indikator kepuasan dari Hawkins dan Lonney (Tjiptono, 2014) sebanyak 6 aitem dan skala loyalitas konsumen berdasarkan teori indikator loyalitas dari Kotler (2005) sebanyak 8 aitem. Reliabilitas skala kepuasan konsumen sebesar 0,709 dan reliabilitas skala loyalitas konsumen adalah 0,655. Teknik analisis dalam penelitian ini menggunakan analisa regresi linear sederhana. Hasil analisis menunjukkan nilai signifikansi 0,00, dimana 0,00 < 0,05. Berdasarkan hasil tersebut maka dapat disimpulkan terdapat peran kepuasan konsumen terhadap loyalitas pada coffee shop mahasiswa di Malang, dimana minat berkunjung kembali adalah indikator yang paling menonjol dalam kepuasan konsumen dan indikator purchase intention (pembelian ulang) adalah indikator yang paling menonjol dalam loyalitas konsumen.
English Abstract
The research aims to know the role of consumer satisfaction toward consumer loyalty to college student’s coffee shop in Malang. Respondents in this research figured 181 people. Sampling techniques using an accidental sampling. The population in this research is the coffee shop visitor. The measuring instrument used in this study is the scale of consumer satisfaction based on the satisfaction indicator theory from Hawkins and Lonney (Tjiptono, 2014) as many as 6 items and consumer loyalty scale based on the loyalty indicator theory from Kotler (2005) as many as 8 items. Reliability scale of consumer satisfaction is 0,799 and reliability scale of consumer loyalty is 0,875. Analysis technique that are used in this research is the simple linear regression analysis. The results of the analysis show the significance value 0,00, where 0,00 < 0,05. Based on these results it can be concluded, there is a role of consumer satisfaction toward consumer loyalty to coffee shop in Malang, which interest to visit is the most prominent indicator in consumer satisfaction and purchase intention visit is the most prominent indicator in consumer loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/936/051811766 |
| Uncontrolled Keywords: | kepuasan konsumen, loyalitas konsumen, coffee shop. consumer satisfaction, consumer loyalty, coffee shop. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Psikologi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 21 May 2019 06:57 |
| Last Modified: | 25 Oct 2021 02:22 |
| URI: | http://repository.ub.ac.id/id/eprint/164372 |
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