Analisis Kepuasan Konsumen Kopi pada Kedai Kopi di Wilayah Purwokerto

Abstract

Trend of drinking coffee nowadays increased the opportunity of coffee shops business for more develop. The number of coffee shops still count and it followed by the need to increase the value of customer satisfaction. Attributes of customer satisfaction will be used as indicator of measuring productivity and the viability of the coffee shops in the future. Knowledge of customer satisfaction must be balanced by the follow-up such as how much consumers willing to recommended the coffee shops (willingness to recommended) and the level of consumer loyalty. The purpose of this study to determine the characteristics of consumers, the relationship between each attribute of consumer satisfaction, and to analysis of consumer loyalty of coffee consumer at coffee shops in Purwokerto. The research was conducted by surveying three coffee shops ini Purwokerto area, namely Society Coffee, Praketa Kopi, and Singgah Book & Coffee, with the object of this research was being coffee consumers with a minimum age of 17 years old and they had being the coffee consumer one of the selected coffee shops minimum three times. The results showed that 1) most of the consumers were satisfied at level 75.80 percent. 2) The consecutively of consumer satisfaction attributes from the first place is taste and price belongs to first quadrant, facility belongs to second quadrant; menus variant and promotion belongs to third quadrant; and location belongs to forth quadrant. 3) the level of consumer loyalty is high and in good category