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PENGARUH CUSTOMER PERCEIVED VALUE TERHADAP LOYALITAS PELANGGAN KEDAI YOGHURT CISANGKUY BANDUNG (Survei Pada Pelanggan Kedai Yoghurt Cisangkuy Bandung)

  • ABSTRAKPenelitian ini bertujuan untuk mempelajari dan mengetahui kondisi Customer Perceived Value dan Loyalitas pelanggan di Kedai Yoghurt Cisangkuy, serta bagaimana pengaruh Customer Perceived Value terhadap Loyalitas Pelanggan pada Kedai Yoghurt Cisangkuy Bandung.Jenis penelitian menurut jenis data dan analisis yang digunakan yaitu kuantitatif, sedangkan jenis penelitian menurut metode yang digunakan yaitu penelitian survey, dan berdasarkan tingkat eksplanasinya penelitian yang digunakan adalah deskriptif dan asosiatif. Metode yang digunakan dalam pengambilan sampel adalah aksidential dan untuk teknik penentuan pengambilan sampel pada penelitian ini dilakukan dengan mencari responden yang pada saat ditemui tidak sengaja dan cocok dengan tujuan kuesioner. Teknik pengumpulan data dengan menyebarkan kuesioner kepada 63 responden pelanggan Kedai Yoghurt Cisangkuy Bandung.Kesimpulan dari hasil analisa menunjukkan kondisi Customer Perceived Value pelanggan Kedai Yoghurt Cisangkuy Bandung yang dinilai berkaitan dengan Emotional value, Price, Social value dan Quality masuk dalam kategori tinggi dan sudah diterima oleh pelanggan dengan bai k. Loyalitas pelanggan yang diukur dengan 4 dimensi secara keseluruhan masuk dalam kategori sedang. Dan pengujian hipotesis mendukung pernyataan bahwa terdapat pengaruh yang signifikan antara Customer Perceived Value terhadap Loyalitas Pelanggan pada Kedai Yoghurt Cisangkuy Bandung.Saran bagi Kedai Yoghurt Cisangkuy adalah tetap mempertahankan positioning yang sudah baik tentang Customer Perceived Value, Kedai Yoghurt Cisangkuy harus tetap konsisten dalam produk baik dalam segi kualitas maupun rasa dan porsinya.Hal yang harus ditingkatkan adalah membangun social value untuk konsumen.Caranya adalah meyakinkan konsumen bahwa mengkonsumsi yogurt berati sudah mengikuti gaya hidup sehat dengan melakukan sosialisasi manfaat yogurt kepada konsumen atau pun masyarakat.Kata Kunci : Customer Perceived Value, Loyalitas Pelanggan Kedai Yoghurt CisangkuyivABSTRACTThe Purpose this research is for studying ang knowing a conditions customer perceived value and customer loyalty in Cisangkuy Yoghurt Café and also how the influence of Customer perceived Value on customer loyalty in Bandung Cisangkuy Yoghurt Café .The kind of research according to the type of data and analysis used isquantitative, meanwhile the kind of research according to the method used issurvey research, and explanations based on the level of the study is a descriptiveand associative. The methods used in sampling is aksidential and samplingtechniques for the determination of the research is done by looking at respondentswho met accidentally and match the purpose of the questionnaire. Techniques of data collection by distributing questionnaires to 63 respondents BandungCisangkuy Yogurt Cafe customers.Conclusions from the analysis indicate the condition of Customer Perceived Valuecustomers Cisangkuy Yogurt cafe are considered related to the Emotional Value, Price, Social Value and Quality in the category of high and has been well received by customers. Customer loyalty as measured by the four dimensions as a wholeinto the category of being. And hypothesis testing supports the notion that there issignificant influence between Customer Perceived Value on Customer Loyalty inBandung Cisangkuy yogurt Cafe.Suggestions for Cisangkuy Yogurt café are already maintaining good positioningof Customer Perceived Value, they must remain consistent in both in terms ofproduct quality and taste and portion should be improved The things is to buildsocial value is to convince consumers . means eating yogurt already follow a healthy lifestyle by socializing the benefits of yogurt to consumers or the public.Keyword : Customer Perceived Value,Customer loyalty Cisangkuy Yoghurt cafe

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Metadata
Author:Nadia Sahiba
Series (Serial Number):Skripsi (000116627)
Document Type:Bachelor Thesis
Language:ind
Year of Completion:2012
Year of first Publication:2012
Release Date:2019/10/27
Tag:Customer Perceived Value, Loyalitas Pelanggan Kedai Yoghurt Cisangkuy
Enrichmentdc.identifier.nim:170610080126