|
|
| |
| Factors That Influence Customer Satisfaction And Loyalty At Fore Coffee Surabaya Based On Structural Equation Modeling Method
Download PDF
|
Mahendra Restu Hermadi, Ardi Kurniawan Sa'idah Zahrotul Jannah
|
Abstract:
Coffee plays an important role in world trade, in Indonesia, which is one of the largest coffee consumers in the world. The coffee shop business is growing rapidly, especially in big cities like Surabaya. Fore Coffee, for example, has managed to stand out in the industry by opening 164 branches across Indonesia. Surabaya City has become a center of coffee business growth, with a significant increase in the number of coffee shops since 2019. Previous research has shown that the quality of service has a positive impact on customer satisfaction and loyalty, as done by Irawan and Hasan (2021) at the University of Ocean, Aceh, and Herokholiqi and Cahyana (2018) in Sidoarjo district. The Structural Equation Modeling (SEM) method is an effective tool for analyzing intervariable relationships in this context. With this background, research into the factors affecting customer satisfaction and loyalty in Fore Coffee Surabaya will be developed using SEM method. Based on the results of the research obtained, it shows that the service and price variables in Fore coffee Surabaya have a positive and significant influence on customer satisfaction, after that the service and taste variables have a significant and positive impact on customer loyalty.
|
|
|
| | |