Salafi, Mochamad Ambar (2019) Analisis Pengaruh Perceived Value dan Service Quality Terhadap Loyalitas Konsumen Kedai Psycoffee. Sarjana thesis, Universitas Brawijaya.
Abstract
Kedai Psycoffee merupakan salah satu coffee shop yang ada di Kota Malang yang mempunyai konsep speciality coffee yang telah berusia 3 tahun. Sejak bulan September 2018 hingga Maret 2019 telah banyak bermunculan coffee shop dengan mengusung konsep yang serupa mengingat Kota Malang adalah kota terbesar kedua di Jawa Timur. Hal ini dikarenakan barrier to entry untuk membangun sebuah coffee shop saat ini sangatlah rendah. Berbagai jenis biji kopi dari roastery lokal beserta dengan alat-alat untuk membuat berbagai varian seduhan kopi saat ini mudah untuk didapatkan di Kota Malang, sehingga hal tersebut berpotensi untuk menurunkan loyalitas konsumen pada Kedai Psycoffee. Pada bulan November 2018 hingga Maret 2019 pendapatan Kedai Psycoffee mengalami fluktuasi namun cenderung menurun. Hal tersebut menjadi salah satu penyebab terjadinya penurunan pendapatan di Kedai Psycoffee. Untuk mengamati hal tersebut, peneliti menggunakan pendekatan hubungan timbal balik antara penilaian konsumen pada sebuah coffee shop terhadap biaya yang telah konsumen keluarkan (perceived value), kualitas pelayanan (service quality), dan loyalitas konsumen. Pendekatan ketiga variabel ini akan diselesaikan dengan bantuan metode regresi linear berganda. Regresi linear berganda adalah suatu metode statistika yang menghitung hubungan langsung antara variabel dependen (loyalitas konsumen) terhadap variabel independennya (perceived value dan service quality). Hasil analisis dari pengamatan hubungan antara loyalitas konsumen yang dipengaruhi oleh perceived value dan service quality dengan menggunakan regresi linear berganda menunjukkan bahwa variabel perceived value dan service quality mempengaruhi variabel loyalitas konsumen secara signifikan baik secara serentak maupun secara parsial. Namun dari kedua variabel independen tersebut, variabel perceived value mempunyai nilai keterikatan yang lebih rendah dibandingkan dengan variabel service quality. Sedangkan dari pengujian korelasi, variabel service quality memiliki nilai korelasi yang lebih tinggi dibandingkan dengan variabel perceived value. Hal ini dapat diartikan bahwa variabel service quality berkorelasi lebih kuat untuk mempengaruhi variabel loyalitas konsumen dibandingkan dengan variabel perceived value. Rekomendasi yang dapat diberikan dari penelitian ini untuk pihak Kedai Psycoffee adalah untuk lebih meningkatkan kualitas pelayanan yang ada di Kedai Psycoffee agar konsumen merasa nyaman, aman, dan percaya terhadap pelayanan dari Kedai Psycoffee. Selain itu, fasilitas yang dimiliki Kedai Psycoffee perlu ditingkatkan juga seperti perbaikan bangku, tata letak bar, dan perbaikan tempat, dan juga penampilan karyawan yang juga menarik agar tingkat loyalitas konsumen dapat meningkat dan bahkan dapat menambah jangkauan pasar.
English Abstract
Kedai Psycoffee is one of coffee shop in Malang City which has a speciality coffee concept established in 2016. Since September 2018 until March 2019, there has been a lot of coffee shops opening with a similar concept, considering Malang City is the second largest city in East Java. It caused by the barrier to entry for building up a coffee shop is currently very low. Various types of coffee beans from local roastery along with the equipments for making a cup of coffee are now easy to obtain in Malang City, thus it has the potential to reduce the consumer loyalty at Kedai Psycoffee. From November 2018 until March 2019, Kedai Psycoffee revenue fluctuated but tended to decline. This was one of the causes of the income declining at Kedai Psycoffee. To investigate this case, the researcher uses a reciprocal relationship approach between consumers' ratings on a coffee shop to the costs that consumers have spent (perceived value), service quality, and customer loyalty. The approach of these three variables will be solved with the help of multiple linear regression method. Multiple linear regression is a statistical method that calculates the direct relationship between the dependent variable (customer loyalty) against the independent variables (perceived value and service quality). The analysis’ result of the relationship between consumer loyalty that is influenced by perceived value and service quality using multiple linear regression indicate that perceived value and service quality significantly influence the customer loyalty variable both simultaneously and partially. However, from the two independent variables, the perceived value variable has a lower bond value compared to the service quality variable. Whereas from the correlation test, the service quality variable has a higher correlation value than the perceived value variable. This may imply that the variable of service quality more strongly correlated to influence consumer loyalty than the perceived value. Recommendations can be given from this research to the Kedai Psycoffee is to improve the quality services in Kedai Psycoffee so that consumers feel comfortable, safe, and trust by the service of Kedai Psycoffee. In addition, the facilities owned by Kedai Psycoffee need to be improved as well, such as bench repairs, bar layout, and place repairs, as well as the appearance of employees who are also can be more attractive so that consumer loyalty levels can be increased and even can gain market reach.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FT/2019/751/051906611 |
| Uncontrolled Keywords: | Coffee shop, regresi linear berganda, perceived value, service quality, loyalitas konsumen, Coffee shop, multiple linear regression, perceived value, service quality, consumer loyalty |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 09 Nov 2020 09:45 |
| Last Modified: | 09 Nov 2020 09:45 |
| URI: | http://repository.ub.ac.id/id/eprint/171952 |
Actions (login required)
 |
View Item |