Kepuasan dan Loyalitas Konsumen Miel Coffee di Kota Medan

Abstract

Penelitian ini bertujuan untuk mengetahui proses keputusan pembelian konsumen dalam membeli kopi di warung kopi modern, mengetahui tingkat kepuasan dan loyalitas konsumen terhadap warung kopi modern di kecamatan Medan Petisah, penelitian ini menggunakan metode kuantitatif untuk mengolah data dan informasi. Pengumpulan data pada peneltian ini menggunakan kuesioner dengan skala Likert. Tekhnik pengambilan sampel yang digunakan dalam peneltian ini adalah non probability sampling berupa purposive sampling. Data yang terkumpul di analisis untuk mencapai tujuan dari penelitian, analisis data menggunakan analisis deskriptif, CSI, IPA dan Brand Loyalty. Hasil penelitian didapatkan 1) Proses keputusan pembelian produk Miel Coffee sebagian besar konsumen menganggap penting dalam meminum kopi setiap hari, kemudian memilih untuk meminum kopi di Miel Coffee karena tempat yang menarik dan mengetahui keberadaan Miel Coffee dari teman dengan pertimbangan awal mengunjungi karena kenyamanan tempat, kemudian memutuskan pembelian secara mendadak dan merasa puas setelah mengkonsumsi kopi di Miel Coffee. 2)Tingkat kepuasan konsumen terhadap terhadap atribut Miel Coffee sebesar 82 persen, artinya konsumen sangat puas terhadap pelayanan yang diberikan oleh Miel Coffee. Berdasarkan hasil analisis Importance Performance Analysis (IPA) atribut yang harus dipertahankan yaitu atribut pada kuadran II (keramahan pelayan, kesigapan pelayan, informasi yang diberikan pegawai, kecepatan pegawai, kemudahan transaksi pembayaran, dekorasi dan tata ruang). Terdapat atribut yang termasuk dalam kuadran I yang merupakan atribut untuk diperbaiki yaitu atribut ketersediaan area parkir. 3) Hasil loyalitas konsumen di Miel Coffee sudah cukup baik. Jumlah Switcher Buyer 0%, jumlah Habitual Buyer 14%, jumlah Satisfied Buyer 74%, jumlah Liking the Brand 92% dan jumlah Committed Buyer 62%. Konsumen Miel Coffee dapat dikatakan cukup loyal karena mayoritas konsumen telah merekomendasikan kepada orang lain untuk membeli di Miel Coffee. This research aims to determine the purchasing decision process consumers when buying coffee in modern coffee shops, know the level consumer satisfaction and loyalty towards modern coffee shops in the sub-district Medan Petisah, this research uses quantitative methods to processing data and information. Data collection in this research using a questionnaire with a Likert scale. Sampling technique used in this research is non-probability sampling in the form of purposive sampling. The collected data is analyzed to achieve the goal from research, data analysis using descriptive analysis, CSI, IPA and Brand Loyalty. The research results obtained were 1) Purchasing decision process Most consumers consider Miel Coffee products to be important drink coffee every day, then choose to drink coffee at Miel Coffee because it is an interesting place and knows the existence of Miel Coffee from friends with the initial consideration of visiting because of convenience place, then decide on a purchase suddenly and feel satisfied after consuming coffee at Miel Coffee. 2) Level of consumer satisfaction towards Miel Coffee's attributes by 82 percent, meaning consumers Very satisfied with the service provided by Miel Coffee. Based on the results of the Importance Performance Analysis (IPA) attribute analysis that must be maintained are the attributes in quadrant II (servant friendliness, the alertness of the waiter, the information provided by the employee, the speed of the employee, ease of payment transactions, decoration and layout). There are attributes which is included in quadrant I which is an attribute to be improved namely the attribute of parking area availability. 3) Consumer loyalty results at Miel Coffee is quite good. Number of Switcher Buyers 0%, number of Habitual Buyers 14%, the number of Satisfied Buyers 74%, the number of Liking the Brand 92% and the number Committed Buyers 62%. Miel Coffee consumers can be said to be quite loyal because the majority of consumers have recommended it to others to buy at Miel Coffee.