LOYALITAS KONSUMEN COFFEE SHOP DI KOTA KUNINGAN PROVINSI JAWA BARAT

Abstract

Consumer loyalty is consumer loyalty to buy/consume products from a company continuously. Therefore, all companies strive to be able to build, achieve or maintain customer loyalty, so that their income and existence can be guaranteed. This study aims to determine the level of consumer loyalty coffee shop in Kuningan City, West Java Province along with the dominant indicators in reflecting the loyalty variable. The research was conducted in January-April 2022 using a descriptive quantitative research design and survey methods. The research population is an infinite number of coffee shop consumers in Kuningan City, therefore the technique for determining the number of samples is based on a predetermined loading factor number of 0.65 so that the number of samples is 70 respondents. Data analysis using the Structural Equation Model instrument with the application of Structural Analysis of Moment. The results of the study conclude that the loyalty of coffee shop consumers in Kuningan City is in the "strong" category and the indicator that contributes the highest to consumer loyalty is "faithful". The results of this study are useful in the development of knowledge in the field of marketing and can be a reference for coffee shop businesses in Kuningan City and in other cities in order to gain funds or maintain consumer loyalty