ANALISIS YANG MEMPENGARUHI KESETIAAN PELANGGAN (STUDI KASUS PADA CAFE BENGAWAN SOLO DI JAKARTA)

Abstract

Analysis Affecting Customer Loyalty (Case Study at Café Bengawan Solo in Jakarta). The purpose of this study is to: (1) find out whether the service influences purchasing decisions at Cofee Shop Bengawan Solo, (2) find out whether service quality affects the loyalty of Coffee Shop customers Bengawan Solo (3) find out whether advertising influences purchasing decisions, (4) ) knowing advertising has an effect on customer loyalty (5) knowing whether purchasing decision has an effect on customer loyalty. Methods of data collection using questionnaires. The object of this research is 270 respondents who have ever visited Coffee Shop Bengawan Solo. Data analysis using SEM (Structural Equation Modeling) LISREL 9. The result of hypothesis testing showed: (1) service quality significantly influence purchasing decision, (2) advertising significantly influence to purchasing decision, (3) purchasing decision significantly influence loyalty customers, (4) service quality does not significantly influence customer loyalty, (5) advertising has a significant effect on customer loyalty. The results of this study are useful for Coffee Shop Bengawan Solo for correction and repair