Analisis Loyalitas Konsumen pada Kedai Kopi di Kecamatan Kuta Alam Banda Aceh

Abstract

This study was conducted to determine consumer loyalty in consuming products at coffee shops in Kuta Alam District. The type of data used in this study is primary data, namely data obtained from the first party who is directly involved with the problem to be discussed. Primary data were obtained through interviews with coffee shop consumers. The analytical model used is the Loyalty Pyramid Concept. The results in the study can be concluded that the value of committed buyers is 87,27% greater than the value of switcher buyers 56,36%, it can be said that the coffee shop consumers are loyal. So, based on the loyalty pyramid, consumers of coffee shops in Kuta Alam District are loyal buyers, which means that consumers there will repurchase, buy more products and recommend products to others.