FAKTOR-FAKTOR YANG MEMENGARUHI LOYALITAS KONSUMEN PADA PEMBELIAN KOPI BUBUK KAPAL API DI KOTA SURAKARTA

Abstract

Abstract: This study aims to determine the effect of product quality, price, promotion, packaging and consumer satisfaction on consumer loyalty of Kapal Api ground coffee in Surakarta City. The basic research method used is descriptive analytical. The method of determining the location is done purposively. The location determination is based on the development of ground coffee consumption which has increased from 2018-2020 in Surakarta City. The number of respondents in this study was 100 people, the sampling method used the purposive sampling method, with the consideration that the respondents were at least 18 years old, domiciled in the city of Surakarta, and had purchased Kapal Api ground coffee at least 2 times. Data collection techniques with questionnaires and literature study. The data analysis method uses Binary Logistics Regression Analysis. Instrument testing and data analysis using SPSS with IBM SPSS Statistics 25 software. The results showed that product quality variables, price variables, promotion variables, and consumer satisfaction variables had a significant effect on consumer loyalty. The packaging variable has no effect on consumer loyalty.

Keywords : Ground Coffee, Kapal Api, Consumer Loyalty, Binary Logistics Analysis