Evaluasi Kepuasan Dan Loyalitas Pelanggan Pada Kedai Kopi Janji Jiwa Menggunakan Metode Importance Performance Analysis (IPA) Dan Customer Satisfaction Index (CSI) (Studi Kasus Pada Kedai Kopi Janji Jiwa di Indonesia)

Abstract

The factor that affects customer loyalty is the suitability between customer expectations and the results of the performance perceived by the customer.This research aims to know and analyze customer satisfaction level as well as customer loyalty pattern at the Janji Jiwa coffee shop. The population of this research is a consumer who has consumed the product of the Janji Jiwa coffee shop in Indonesia. The research used samples of 384 respondents. The sampling techniques used are purposive sampling techniques. With the classification ever consume its products more than 3 times and over 17 years old. The research uses satisfaction and loyalty variables. The analytical techniques used are the Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI). From the results gained in the research it can be concluded that based on the IPA the attributes researched entered into the four quadrants. Quadrant I is the availability of a listed menu, officers provide fast service, flavor stability, and product volume.Quadrant II is the official serving with reliable, good operating time, professionalism of officers, convincing services, hospitality service personnel, officers pay attention to customers ' wishes, and product packaging.Quadrant III is the officer providing information. Quadrant IV is easy to reach, neat look officers, modern equipment.Based on CSI as a whole customer is very satisfied with the performance of Janji Jiwa coffee shop, it is seen from the CSI value of 83.2% which is at a range of 81%-100%.Customer loyalty conditions of Janji Jiwa coffee shop amounts from the switcher buyer is 81.8%.The number of habitual buyers is 38%. The number of satisfied buyers is 73.4%. Number of likes the brand is 43.5%.The number of committed buyers is 66.9%. From this condition, cause does not form a loyalty pyramid with an inverted triangle, because the amount of the buyer switcher is greater than committed buyer. Keywords: Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), customer loyalty level, loyalty, satisfaction