PENGARUH PERSEPSI BAURAN PEMASARAN TERHADAP LOYALITAS PELANGGAN TJANGKIR KOPI KOTA BEKASI

Bayhaki, Bayhaki (2023) PENGARUH PERSEPSI BAURAN PEMASARAN TERHADAP LOYALITAS PELANGGAN TJANGKIR KOPI KOTA BEKASI. Sarjana (S1) thesis, Universitas Islam “45” Bekasi.

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Abstract

Tjangkir Kopi is a business engaged in the field of Food and Beverages that serves a product from processed coffee and non-coffee. In addition to drinks, there are also foods that have a delicious taste so that they can attract customers. Apart from the two factors above, a food and beverage business must also consider the selling price, promotion, location, process, people and physical evidence. Therefore the authors are interested in conducting research that aims to: (1) To determine the significance of customer perceptions of customer loyalty Tjangkir Kopi Bekasi City simultaneously (2) To determine the significance of customer perceptions of customer loyalty Tjangkir Kopi Bekasi City partially. This research uses a survey method and the analytical tools used are Descriptive Analysis and Multiple Linear Regression Analysis using the SPSS 26.0 program application. The results of this study indicate that the dominance of customers comes from among men aged 20 years, and not married. The average customer education level is S1 and still not working with an income of less than 2.5 million rupiah. The results showed that of the seven variables studied, namely product, price, promotion, location, process, people and physical evidence, only product variables did not have a significant effect on customer loyalty. Keywords: marketing mix, customer loyalty, Tjangkir Kopi and coffee.

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