Analisis Faktor-faktor yang Mempengaruhi Loyalitas Pelanggan Coffee Toffee Jatim Expo di Surabaya

Abstract

Due to expansion of globalization, foods and beverage business still listed as the highest growth and will continue to evolve. Along the development era, the lifestyle change, people start looking for a new atmosphere in the café, so the rate of consumption increasing. Many new cafes show up to fill the needs of the people and also the lifestyle. This business started to become interesting for some people. This research purpose is to explore furthermore how Product Quality, Service Quality, and Perceived Value effecting Customer Satisfaction at Coffee Toffee Jatim Expo Surabaya. Also Product Quality, Service Quality, Perceived Value, and Customer Satisfaction effecting Customer Loyalty Coffee Toffee Jatim Expo Surabaya. This research is using 100 person made up of man and women who ever buying Coffee Toffee Jatim Expo minimum twice in this last three months with a technique known as non probability sampling and purposive sampling and purposive sampling. SPSS 16.0 is a software use in this research to process and analyzed data. The research has shown that Product Quality, Service Quality, and Perceived Value is positively affecting Customer Satisfaction. Where Customer Satisfaction positively affecting Customer Loyalty with a coefficient regression number 0.762. Product Quality positively affecting Customer Loyalty with a coefficient regression number 0.635. Service Quality positively affecting Customer Loyalty with a coefficient regression number 0.409. Perceived Value positively affecting Customer Loyalty with a coefficient regression number 0.607. This research has shown that Customer Satisfaction has a biggest impact to Customer Loyalty.