Upaya Meningkatkan Loyalitas Penikmat Café Berbasis Hedonic Value, Store Atmosphere Serta Kepuasan Pelanggan

Naoval Asy Syifak, Nurul Qomariah, Ahmad Izzudin

Abstract


Saat ini cafe merupakan salah satu tempat yang menyenangkan dan santai bagi generasi muda untuk membahasberbagai masalah hidup. Pertumbuhan café saat ini semakin pesat seiring dengan perubahan perilaku hidup generasi muda. Tulisan ini bertujuan untuk mengetahui dan menguji  pengaruh hedonic value, store atmosphere, dan kepuasan konsumen terhadap loyalitas konsumen di Cafe Pojok Bangka, Jember. Populasi dalam penelitian ini adalah seluruh pengunjung Café Pojok Bangka Jember. Sampel penelitian ditentukan  sebanyak 100 responden dengan metode purposive sampling. Uji validitas dan uji reliabilitas untuk menguji alat ukur yang dalam hal ini berupa kuisioner. Uji hipotesis menggunakan analisis regresi linier berganda. Setelah dianalisis dengan analisis regresi linier berganda diketahui bahwa hedonic value  dengan koefisien sebesar 0,230, store atmosphere dengan koefisien sebesar 0,296, dan kepuasan konsumen dengan koefisien sebesar 0,033  berpengaruh positif terhadap loyalitas konsumen pada Café Pojok Bangka Jember.. Hasil penelitian menunjukkan bahwa hedonic value berpengaruh terhadap loyalitas pelanggan. Store atmosphere berpengaruh terhadap loyalitas pelanggan. Kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan Café Pojok Bangka Jember.


Keywords


hedonic value; store atmosphere; kepuasan; loyalitas konsumen; café.

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DOI: https://doi.org/10.32528/jsmbi.v12i1.9332

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