Atribut – Atribut Kedai Teh Yang Berkaitan Dengan Kepuasan Pelanggan Dan Loyalitas Merek

Agnezia Margareta; Andira Hardyani; Ferdian Hendrawan; Stanley Semiharj

doi:10.22441/jdm.v3i1.10142

Atribut – Atribut Kedai Teh Yang Berkaitan Dengan Kepuasan Pelanggan Dan Loyalitas Merek

Authors

Agnezia Margareta Universitas Prasetiya Mulya
Andira Hardyani Universitas Prasetiya Mulya
Ferdian Hendrawan Universitas Prasetiya Mulya
Stanley Semiharj Universitas Prasetiya Mulya

DOI:

https://doi.org/10.22441/jdm.v3i1.10142

Keywords:

Kualitas minuman, variasi menu, citra merek, kepuasan pelanggan, loyalitas merek

Abstract

Penelitian ini dilakukan untuk meneliti variabel-variabel yang mempengaruhi kepuasan pelanggan dan loyalitas merek dalam kedai teh. Penelitian ini menggunakan variabel berupa suasana, sikap karyawan, layanan IT, kualitas minuman, citra merek dan variasi menu untuk dicari hubungannya dengan kepuasan pelanggan. Adapun variabel kepuasan pelanggan juga dicari hubungannya dengan loyalitas merek. Populasi dari penelitian ini berjumlah total 321 responden, dimana survei dilakukan dengan menggunakan kuesioner online Google Forms dan disebarkan ke pelanggan kedai teh XYZ yang secara khusus pernah menikmati minuman di tempat. Proses analisa data kemudian dilakukan dengan menggunakan program SPSS. Hasil penelitian menunjukkan bahwa beberapa variabel secara statistik memiliki pengaruh yang signifikan terhadap kepuasan pelanggan. dimana kualitas minuman, variasi menu, dan citra merek menjadi variabel-variabel yang berpengaruh. Kepuasan pelanggan kedai teh XYZ juga mempengaruhi loyalitas merek. Hasil penelitian ini menunjukkan prioritas atribut yang sebaiknya diperhatikan dan diperbaharui oleh kedai teh XYZ atau bisnis sejenisnya, yang selanjutnya dapat digunakan sebagai acuan oleh manajerial bisnis kedai teh untuk meningkatkan kepuasan pelanggan dan loyalitas merek terhadap bisnis kedai tehnya.

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Published

2020-11-14

How to Cite

Margareta, A., Hardyani, A., Hendrawan, F., & Semiharj, S. (2020). Atribut – Atribut Kedai Teh Yang Berkaitan Dengan Kepuasan Pelanggan Dan Loyalitas Merek. Jurnal Doktor Manajemen (JDM), 3(1), 28–39. https://doi.org/10.22441/jdm.v3i1.10142

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Issue

Vol. 3 No. 1 (2020): APRIL 2020

Section

Articles

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