Electronic Theses and Dissertation

Penelitian ini bertujuan untuk meneliti pengaruh suasana café dan promosi terhadap kepuasan konsumen serta dampaknya pada loyalitas konsumen aroma leuser coffee blangkejeren. metode yang digunakan dalam pengambilan sampel yakni non probability sampling dengan teknik purposive sampling,dimana jumlah sampel yang diteliti 104 responden. pengumpulan data dilakukan dengan cara memberikan daftar pertanyaan dalam bentuk kuesioner kepada responden. teknik analisis yang digunakan adalah analisis jalur. hasil penelitian menunjukkan bahwa: suasana cafe berpengaruh positif dan signifikan terhadap kepuasan konsumen aroma leuser coffee, promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen aroma leuser coffee, kepuasan konsumen berpengaruh positif namun tidak signifikan terhadap loyalitas konsumen aroma leuser coffee, suasana cafe berpengaruh positif dan signifikan terhadap loyalitas konsumen aroma leuser coffee, promosi berpengaruh positif dan signifikan terhadap loyalitas konsumen aroma leuser coffee, suasana cafe dan promosi berpengaruh positif namun tidak signifikan terhadap loyalitas konsumen melalui kepuasan konsumen aroma leuser coffee. kata kunci : suasana café, promosi, kepuasan konsemen dan loyalitas konsumen

This study aims to examine the effect of café atmosphere and promotions on consumer satisfaction and the impact on consumer loyalty of the aroma of Leuser coffee blangkejeren. The method used in sampling is non-probability sampling with purposive sampling technique, where the number of samples studied is 104 respondents. Data collection was carried out by providing a list of questions in the form of a questionnaire to the respondents. The analysis technique used is path analysis. The results showed that: cafe atmosphere has a positive and significant effect on aroma leuser coffee consumer satisfaction, promotion has a positive and significant effect on aroma leuser coffee consumer satisfaction, consumer satisfaction has a positive but not significant effect on aroma leuser coffee consumer loyalty, cafe atmosphere has a positive and significant effect on consumer loyalty of aroma leuser coffee, promotion has a positive and significant effect on consumer loyalty of aroma leuser coffee, cafe atmosphere and promotion have a positive but not significant effect on consumer loyalty through aroma leuser coffee consumer satisfaction. Keywords: Café Atmosphere, Promotion, Customer Satisfaction and Customer Loyalty