Analisis Faktor-faktor Yang Mempengaruhi Loyalitas Pelanggan Starbucks Di Indonesia

Muhammad Hanif Ulumuddin, Osa Omar Sharif

Abstract

Abstrak Pertumbuhan bisnis makanan dan minuman semakin berkembang pesat terutama persaingan bisnis industri kopi di Indonesia yang menjadi semakin ketat untuk mempertahankan loyalitas pelanggan, ditandai dengan melihat semakin banyaknya masyarakat yang gemar mengonsumsi kopi sebagai gaya hidup yang baru dan munculnya berbagai kompetitor di industri tersebut. Penelitian ini menganalisis faktor-faktor yang mempengaruhi loyalitas pelanggan Stabucks di Indonesia. Sampel pada penelitian ini adalah para pelanggan yang pernah melakukan transaksi di Starbucks di Indonesia. Peneliti memasukan unsur Atmosphere, Employee Attitude, IT Service, dan Coffee Quality sebagai anteseden dan memiliki pengaruh positif secara signifikan terhadap loyalitas pelanggan. Pengumpulan data pada penelitian ini dilakukan dengan cara penyebaran kuesioner kepada responden yang sesuai dengan karakteristik sampel yang telah dijelaskan. Jumlah sampel yang diambil sebanyak 620 responden yaitu masyarakat di Indonesia dan merupakan pelanggan Starbucks. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dan Confirmatory Factor Analysis (CFA) menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa keenam variabel yang dihipotesiskan mendapatkan tanggapan yang baik dari responden yang ada di Indonesia. Atmosphere, Employee Attitude, IT Service, Coffee Quality secara statistik berpengaruh positif secara signifikan terhadap kepuasan pelanggan serta Satisfaction berpengaruh positif secara signifikan terhadap Customer Loyalty. Peneliti menyarankan agar pihak manajemen Starbucks dapat meningkatkan kualitas terutama aroma dari menu kopi yang ditawarkan oleh Starbucks dengan meningkatkan kualitas biji kopi, meningkatkan teknik roasting biji kopi dan meningkatkan teknik brewing setiap barista Starbucks. Saran untuk penelitian selanjutnya diharapkan dapat menganalisis faktor-faktor lainnya guna dapat mengetahui lebih luas faktor-faktor yang membentuk loyalitas pelanggan. Kata kunci: atmosphere, employee attitude, it service, coffee quality, satisfaction, loyalty Abstract The growth of the food and beverage business is growing rapidly, especially in the competition of the coffee industry business in Indonesia, which is becoming increasingly stringent to maintain customer loyalty, characterized by seeing more and more people who love to consume coffee as a new lifestyle and the emergence of various competitors in the industry.This study analyzes the factors that influence Starbucks customer loyalty in Indonesia. The sample in this study are customers who have made transactions at Starbucks in Indonesia. Researchers include elements of Atmosphere, Employee Attitude, IT Service, and Coffee Quality as antecedents and have a significant positive effect on customer loyalty. Data collection in this study was carried out by distributing questionnaires to respondents in accordance with the characteristics of the sample described. The number of samples taken was 620 respondents, namely people in Indonesia and Starbucks customers. Data analysis methods used are Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) using SmartPLS 3.0.The results showed that the six variables hypothesized received good responses from respondents in Indonesia. Atmosphere, Employee Attitude, IT Service, Coffee Quality statistically significantly positive effect on customer satisfaction and Satisfaction significantly positive effect on Customer Loyalty. Researchers suggest that Starbucks management can improve the quality, especially the aroma of the coffee menu offered by Starbucks, by improving the quality of coffee beans, improving coffee bean roasting techniques and improving the brewing techniques of every Starbucks barista. Suggestions for further research are expected to be able to analyze other factors in order to be able to know more broadly the factors that shape customer loyalty. Keywords: atmosphere, employee attitude, it service, coffee quality, satisfaction, loyalty

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