Hubungan Kualitas Produk Kopi Sunny Side dengan Loyalitas Pelanggan

Abstract

Abstract. As the development of the Coffee Shop is flourishing in densely populated urban areas, especially the city of Bandung. Given the intense competition, companies are required to carry out various strategies in the face of competition. The reason for choosing Sunny Side Coffee is because the Coffee Shop has a unique originality or not mainstream in terms of the percentage of its coffee with other Coffee Shops that are widely known, Sunny Side Coffee binds its customers by looking at the segmentation needed by its customers, especially in Bandung, Indonesia. Product quality seeks to meet the needs and desires of the community through the products offered, through the products offered by the company must have attractive characteristics of the product, have a good appearance (physical form), have optimal benefits, quality and quality so that prospective customers and customers have a sense of loyalty to the product. The product studied was the product quality of Sunny Side Coffee Coffee, through the quality of the product Sunny Side has a mainstay menu of coffee that has been widely known among Sunny Side Coffee customers. The purpose of this study is to determine the relationship between the quality of Sunny Side coffee products and customer loyalty. The research method used is a quantitative research method with a correlational approach. The population in this study was Sunny Side Coffee coffee customers from 12-18 November 2018. The sampling technique used was using similar role research that was matched in the sample size table for detecting a statistically significant correlation coefficient as much as 50. Data collection techniques were carried out by means of research field consisting of observations and questionnaires and literature studies. Based on the results of the study it was found that there was a relationship between the quality of Sunny Side coffee products and customer loyalty.

Keywords: Product Quality, Customer Loyality, Sunnyside Coffee

 

Abstrak. Seiring maraknya perkembangan Coffee Shop yang menjamur di area perkotaan yang padat, khususnya Kota Bandung. Mengingat adanya persaingan yang begitu ketat maka perusahaan dituntut untuk melakukan berbagai strategi dalam menghadapi persaingan tersebut. Alasan memilih Sunny Side Coffee yaitu karena Coffee Shop tersebut memiliki keunikan orisinalitas alias tidak mainstream dalam segi persentasi kopinya dengan Coffee Shop lain yang major diketahui banyak orang, Sunny Side Coffee mengikat pelanggannya dengan melihat segmentasi yang di butuhkan pelanggannya terutama di Bandung, Indonesia. Kualitas produk berusaha memenuhi kebutuhan dan keinginan masyarakat melalui produk yang ditawarkan, melalui produk yang ditawarkan oleh perusahaan harus memiliki karakteristik yang menarik dari produk, mempunyai penampilan (bentuk fisik) yang bagus, mempunyai manfaat, mutu dan kualitas yang optimal sehingga calon konsumen dan pelanggan mempunyai rasa loyalitas pada produk. Produk yang diteliti adalah kualitas produk dari kopi Sunny Side Coffee, melalui kualitas produk tersebut Sunny Side memiliki menu andalan kopi yang sudah banyak dikenal di kalangan pelanggan Sunny Side Coffee. Tujuan dari penelitian ini yaitu untuk mengetahui hubungan kualitas produk kopi Sunny Side dengan loyalitas pelanggan. Metode penelitian yang digunakan yaitu metode penelitian kuantitatif dengan pendekatan korelasional. Populasi dalam penelitian ini adalah pelanggan kopi Sunny Side Coffee periode 12-18 November 2018. Teknik sampling yang digunakan yaitu menggunakan role penelitian sejenis yang dicocokkan pada tabel sample size for detecting a statistically significant correlation coefficient sempel sebanyak 50. Teknik pengumpulan data dilakukan dengan cara penelitian lapangan yang terdiri dari observasi dan kuesioner serta studi kepustakaan. Berdasarkan hasil penelitian diketahui bahwa terdapat hubungan kualitas produk kopi Sunny Side dengan loyalitas pelanggan.

Kata Kunci: Kualitas produk, Loyalitas pelanggan, Sunnyside Coffee