Kualitas Pelayanan, Produk Dan Promosi Sebagai Variabel Intervening Untuk Melihat Loyalitas Konsumen Penikmat Coffee Di Kota Bukittinggi

Abstract

Changes in consumer desires today have a lot of positive impacts on entrepreneurs, especially coffee shops. Sometimes people prefer to come just to enjoy just a drink according to the menu provided at the cafe. This study aims to determine the effect of service quality, product effect on promotion, whether the effect of service and product quality has a direct effect on consumer loyalty and service and product quality affect consumer loyalty through promotion. The population is consumers who often come to the cafe. Sampling using the technique of accidental sampling, the number of respondents as many as 100. The method of data collection using observation, and questionnaires, descriptive data analysis techniques, classical assumption test and path. The findings obtained are the quality of service and product quality have an effect on promotion, service quality has a direct effect on consumer loyalty, while the product has no effect on consumer loyalty through promotion. Although consumers do not pay attention to the quality of the products offered, the quality of taste should be maintained, so that new and old customers continue to come to visit the KOPIGO Bukittinggi cafe

Does Customer Satisfaction Mediate Experiential Marketing and Promotion Against Customer Loyalty at Kentucky Fried Chicken (KFC) Restaurants in City "P" East Java?

“…The outcomes of this study align with the findings of previous research which stated that besides loyalty, promotional activities have a constructive and substantial influence on customer contentment. The outcomes of this study align with the findings of previous research (Kumara et al, 2021;Ningsih et al, 2022;Nurwulandari & Maharani, 2021). By maintaining public relations in collaboration with other online marketing media, where if consumers are lazy to leave the house but want to enjoy KFC Kota "P" products, They have the option to make purchases using digital transportation platforms like Gojek and Grab; this can provide convenience for consumers so that they feel satisfied.…”

“…Promotional activities exert a constructive and substantial impact on customer allegiance. The findings of this study align with those of previous research (Ningsih et al, 2022;Nurwulandari & Maharani, 2021;Rahayu & Syafe'i, 2022). The most significant contributor to the advertising and public relations indicators where the promotions carried out by KFC Kota "P" are informative, actual, and transparent.…”

“…This corresponds with the outcomes of earlier investigations conducted by similar research, which show that promotional efforts have a positive and significant impact on the level of consumer loyalty (Ningsih et al, 2022;Rahayu & Syafe'i, 2022). Similar findings were also found in research, indicating that promotions yield a beneficial and significant influence on the extent of customer loyalty (Kartini et al, 2021;Kumara et al, 2021).…”

The Effect of Discounts and Free Shipping on Impulsive Purchases Moderated by Seller Service

“…Good seller service will convince consumers to make a purchase, and vice versa bad seller service will make consumers think long about buying products and even consumers often cancel their intention to make a purchase. With good service it can increase public satisfaction which of course has a positive impact on the seller, service quality will also affect consumer loyalty (Miati & Setiawan, 2022), (Ningsih et al, 2022). So that one thing other than promotion that needs to be considered is the quality of seller service.…”