PENGARUH KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA JKOV KOFFIE KOTA JAMBI

Azmi Efrendio Hadi, 1600861201430 (2023) PENGARUH KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA JKOV KOFFIE KOTA JAMBI. skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA JKOV KOFFIE KOTA JAMBI) AZMI EFRENDIO HADI (1600861201430) FAKULTAS EKONOMI JURUSAN MANAJEMEN.pdf - Published Version Download (1MB)

Abstract

ABSTRACT Azmi Efrendio Hadi/ 1600861201430/ Faculty of Economics University Batanghari Jambi/ The Effect Of Consumer Satisfaction On Consumer Loyalty On Jkov Koffie Kota Jambi/ 1st Advisor Pupu Sopini, SE, MM/ 2nd Denny Asmas, SE, M.Si Identifying the problem in this study is the presence of competitors who sell the same type of product and the presence of customer complaints. The purpose of this study is to analyze consumer satisfaction and loyalty and find out the effect of consumer satisfaction on consumer loyalty in Jkov Koffie Jambi City. This research includes the type of correlational research, using the research methods used is the survey method. The data retrieval technique with poll, the score obtained from the poll is then analyzed with a descriptive analysis that is poured in the form of percentages. Quantitative research is a study that works with numbers, whose data is tangible number (score or value, rank or frequency) analyzed using statistics to answer questions or hypotheses Research that is specific in nature and to make predictions that certain three affects other variables. Jkov Koffie is a culinary company that was founded in 2010, at first Jkov Koffie only rented 1 shophouse for operations and from the beginning Jkov Koffie has been designed with a classic theme and several sofas. Along with the development that Jkov Koffie expanded his wings to rent 2 shophouses and designed even better by adding some chairs and tables and selling a rather heavy assortment of food. This was done by the owner because Jkov Koffie has been able to grow the brand image in the Jambi City market. The results of this study stated that if the consumer satisfaction variable is considered constant (worth 0), then the consumer loyalty variable to Jkov Koffie will be worth 6.467. The variable coefficient of consumer satisfaction of 0.813 means that every time there is an increase in consumer satisfaction by 1%, it results in consumer loyalty to Jkov Koffie will increase by 81.3%. The result of the comparison from the results of the likert scale consumer satisfaction on Jkov Koffie with an average score of 378, it means that consumers rate consumer satisfaction as good. Furthermore, consumer loyalty in buying products at Jkov Koffie with an average score of 375 means that the indicator of consumer loyalty is good. Consumer satisfaction can have a significant effect on consumer loyalty. Every time there is an increase in customer satisfaction by 1%, it results in consumer loyalty to Jkov Koffie will increase by 81.3%. Keyword : Consumer Satisfaction, Consumer Loyalty

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