Analisis Tingkat Kepuasan dan Loyalitas Konsumen Kopi Tempur

Abstract

Satisfaction is the feeling of consumers after using a product, then represented consumer appraisal toward the successfulnnes of that product. Meanwhile, loyalty is the fulfillment of consumer expectations that triggers them to remain loyal to the product. The study aims to analyze consumer satisfaction and loyalty. The measurement of consumer satisfaction involved 27 atributes, whilst consumer loyalty analysis including 4 variables. This study involved 100 respondents that were chosen through accidental sampling. The data were obtained through survey method using questionnaire and interview. The consumer satisfaction was measured using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods, while consumer loyalty was analyzed using linear regression. IPA analysis showed that nearly a half of atributes were located in Quadran II, meant those should be maintened and 10 atributes were in Quadran III, meant those were considered as lower priorities. CSI analysis resulted consumer analysis was on satisfied level (79,5%), mainly regarding on facillity and service provisions. Next, consumer satisfaction was determined simultaneously by product quality, price, promotion, and taste. Furthermore, product quality and taste contributed directly and indirectly (through costumer satisfaction) to costumer loyalty, while location and price only have indirect contribution (through satisfcation) to costumer loyalty.