HOW TO INCREASE CONSUMER SATISFACTION TO GAIN CONSUMER LOYALTY
Study at Omah Wilis Caffee Shop
DOI:
https://doi.org/10.21009/JRMSI.015.2.04Keywords:
product innovation, service quality, consumer satisfaction, consumer loyalty., Product Innovation, Service Quality, Consumer Satisfaction, Customer LoyaltyAbstract
This study aims to examine the effect of product innovation and service quality on consumer satisfaction and consumer loyalty. This study uses a quantitative approach with data collection methods through surveys. The questionnaire was distributed online using the Google Form with a total of 227 respondents. Respondents are consumers of the Omah Wilis coffee shop with a minimum age of 18 years in the last 3 months. Furthermore, the respondents' answers were processed using the Partial Least Square (PLS) application as well as through the Structural Equation Model (SEM) data analysis technique. The results showed that product innovation and service quality had a significant positive effect on consumer satisfaction and loyalty.
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(Mixed Methods), Alfabeta, Bandung.
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“UMKM Diprediksi Cepat Pulih di 2022 – Nasional” Tempo.co (tempo.co) Diakses pada 22 Juni 2022.
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Wicaksono, T., dan Ill´es, C. B. (2022). From resilience to satisfaction: Defining supply chain solutions for agri-food SMEs through quality approach. PLOS ONE, 17(2), e0263393.
Widnyani, Ni Made. Rettobjaan, C Vitalia dan Aristayudha, B Ngurah. (2020). Pengaruh Harga, Promosi dan Inovasi terhadap Loyalitas Konsumen Gojek (Studi Kasus pada Universitas Bali Internasional). Memorable tourism experiences.
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Yokoyama, N., Azuma, N., dan Kim, W. (2022). Moderating effect of customer’s retail format perception on customer satisfaction formation: An empirical study of minisupermarkets in an urban retail market setting. Journal of Retailing and Consumer Services, 102935.
Zibarzani, Masoumeh. et al., (2022). Customer Satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society 70 (2022) 101977.
loyalitas pengunjung dalam mengunkan jasa hotel rizen kedaton bogor.
1(2), 83–101.
Apriyani, A. Dwi. (2017). Pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen (Survei pada Konsumen the Little a Coffee Shop Sidoarjo). Fakultas Ilmu Administrasi Universitas Brawijaya, Malang.
Badan Pusat Statistik Indonesia. (2022). Perkembangan UMKM Indonesia (bps.go.id)
Cooper, R. Donald dan Schindler, S. Pamela. (2014). Business Research Methods. Twelfth edition. McGraw-Hill.
Cresswell, J.W. (2010). Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Pustaka Pelajar Yogyakarta, Edisi Ketiga
Dani, Vinit. (2014). Measuring customer satisfaction for FdanB chains in Pue using ACSI Model. Procedia - Social and Behavioral Sciences 133. hal 465 – 472.
Donni Priansa. (2017). Manajemen Pelayanan Prima. Bandung: Alfabeta.
Fadhli, K., dan Pratiwi D.N. (2021) Pengaruh Marketing, Kualitas Produk dan Emosional terhadap Kepuasan Konsumen Pokopi Zio Jombang. Fakultas Ekonomi, Universitas KH A Wahab Hasbullah Jombang. Vol 2 No 2.
Fandy Tjiptono dan Gregorius Chandra. (2016). Service, Quality dan Satisfaction,
Edisi 4, ANDI, Yogyakarta.
Fillayata, E. Vista dan Mukaram (2020). Pengaruh Inovasi Produk terhadap Kepuasan Konsumen (Studi pada Road Café Steak dan Pasta Bandung. Prosiding the 11th Industrial Research Workshop and National Seminar Bandung. 26-27 Agustus 2020.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 Edisi 9. Semarang: Universitas Diponegoro.
Goi´c, M., Levenier, C., dan Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, Article 102505. https://doi.org/10.1016/j.jretconser.2021.102505.
Haryanti, Setyani Sri dan Linda Nursusila. (2016). Membangun Kinerja Pemasaran Berbasis Inovasi Produk dan Keunggulan Bersaing (Studi Empiris Pada Kerajinan Gitar di Kabupaten Sukoharjo. AKTUAL Vol 2 . No 1 edisi Juni 2016.ISSN2337–568X.
Hill, N., Brierley, J. and MacDougall, R. (2017) The Business Case for Customer Satisfaction. In: How to Measure Customer Satisfaction, Taylor dan Francis Group, London, 118-121.
“Jelang Tegal "Local Lockdown" pada 30 Maret 2020, Rencana 4 Bulan Isolasi Wilayah”. (kompas.com) Diakses pada 20 Mei 2022.
Kasmir. (2017). Customer Service Excellent Teori dan Praktik. Jakarta: Raja Grafindo Persada.
Kementerian Koperasi dan Usaha Kecil dan Menengah. Jumlah Usaha Mikro, Kecil dan Menengah 2014-2019 Lokadata (beritagar.id) Diakses pada 21 Mei 2022.
Kotler, P dan Keller, K.L. (2016). Manajemen Pemasaran Jilid I. Erlangga.
Kotler, P., dan Keller, K.L (2017). Principles of Marketing. United Kingdom: Pearson.
Kotler, P dan Amstrong. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit
Salemba Empat. Jakarta.
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management, 15th
Edition New Jersey: Pearson Pretice Hall, Inc.
Kumar, V., Pozza, I. D., dan Ganesh, J. (2013). Revisiting the Satisfaction-Loyalty Relationship: Empirical Generalizations and Directions for Future Research. Journal of Retailing, 89(3), 246–262.
Lülfs-Baden, F., Spiller, A., Zuhlsdorf, A., dan Mellin, M. (2008). Customer Satisfaction in Farmer-to-consumer Direct Marketing. International Food and Agribusiness Management Review, 11(2), 49–72.
Majekodumin, Samuel Ayodele dan Oginni, Babalola Oluwayemi. (2019). Effect of Product Innovation on Customer Satisfaction: An Overview of Insight into Nigerian Market. Noble International Joirnal of Social Sciences Research. ISSN(e): 2519-9722 ISSN(p) 2522-6789. Vol 04, No 01, pp: 01-07, 2019.
Meithiana Indrasari, (2019) Pemasaran Dan Kepuasan Konsumen. Surabaya: Unitomo Press.
Mulyapradana Aria, Lazulfa Indah Atik, (2018). “Tata Kelola Administrasi Untuk
Meningkatkan Kualitas Kualitas Pelayanan Administrasi Di PT. BAM
Kabupaten Tegal”. Jurnal Institusi Politeknik Ganesha Medan (Juripol),
Vol. 1 Nomor 3, Februari 2018, 36-43
Nabillah, Anintia Zahro. (2020) Pengaruh Kualitas Pelayanan, Hraga dan Citra Perusahaan terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai variabel Intervening (studi pada konsumen Indihome di kelurahan Lubang Buaya Jakarta Timur). Jakarta: Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI).
Narh, Christian O. et al. (2019). The Impact of Value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management: Routledge.
Nemati, Ali Raza. et al. (2010). Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones users in Pakistan. European Journal of Social Sciences- Volume 16, Number 2.
Rahmawati, Deli. (2020) Pengaruh Persepsi Harga terhadap Kepuasan Konsumen Pengguna Jasa Travel. BJRM (Bongaya Journal of Research in Management). Vol.3 No 2 (2020)
Ratih, Hurriyati. (2015). Bauran Pemasaran dan Loyalitas Konsumen. Alfabeta. Bandung, 40153.
Ricky W. Griffin (2017). Management (12th ed.). Cengage Learning. (ISBN: 978-1-3055-0219-4).
Rosa, F., dan Nassivera, F. (2013). Assessment of Customer Satisfaction at Farm Gate Markets. Journal of International Food dan Agribusiness Marketing, 25(2), 146–170.
Situasi Virus Corona Covid-19. (Covid19.go.id) Perkembangan Kasus Per-Hari Covid-19. Diakses pada 29 April 2022.
Stavrianea et al. (2022). Memorable Tourism Experiences, Destination Image, Satisfaction and Loyalty: an empirical study of Santorini Island. Memorable tourism experiences.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi
(Mixed Methods), Alfabeta, Bandung.
Sutarno. (2012) Serba-serbi Manajemen Bisnis. Edisi 1. Yogyakarta: Graha Ilmu.
Tiganis, Antonios., et al. (2022). Customer satisfaction in short food supply chains: A multiple criteria decision analysis approach. Food Quality and Preference 104 (2023) 104750.
“UMKM Diprediksi Cepat Pulih di 2022 – Nasional” Tempo.co (tempo.co) Diakses pada 22 Juni 2022.
Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM) untuk menekan penyebaran virus ini. Kebijakan ini diberlakukan mulai 11 Januari sampai 9 Mei 2022 (kemlu.go.id, 2022). Diakses pada 18 Mei 2022.
Prasetyo, et al. (2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the Covid-19 Pandemic: Its Relation with Open Innovation. Journal of Open Innovation: technology, market and complexity: MDPI
Wicaksono, T., dan Ill´es, C. B. (2022). From resilience to satisfaction: Defining supply chain solutions for agri-food SMEs through quality approach. PLOS ONE, 17(2), e0263393.
Widnyani, Ni Made. Rettobjaan, C Vitalia dan Aristayudha, B Ngurah. (2020). Pengaruh Harga, Promosi dan Inovasi terhadap Loyalitas Konsumen Gojek (Studi Kasus pada Universitas Bali Internasional). Memorable tourism experiences.
Willian J. Stanton. (1978). Fundamental of Marketing. Fith edition. Brao Hill, Kago Kusu Ltd, Tokyo
Yokoyama, N., Azuma, N., dan Kim, W. (2022). Moderating effect of customer’s retail format perception on customer satisfaction formation: An empirical study of minisupermarkets in an urban retail market setting. Journal of Retailing and Consumer Services, 102935.
Zibarzani, Masoumeh. et al., (2022). Customer Satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society 70 (2022) 101977.
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2024-09-01
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Adilla, N., & Bara Berutu, M. (2024). HOW TO INCREASE CONSUMER SATISFACTION TO GAIN CONSUMER LOYALTY: Study at Omah Wilis Caffee Shop. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 15(02), 30–39. https://doi.org/10.21009/JRMSI.015.2.04
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