Pengaruh Kualitas Layanan, Kepercayaan Pelanggan, dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Fore Coffee di Kota Medan

Abstract

Fore Coffee is a local coffee brand in Indonesia that has demonstrated significant growth potential. Despite having a limited number of outlets, particularly in Kota Medan, the brand has gained considerable popularity and has positioned itself competitively among other local coffee brands. This study aims to examine the influence of Service Quality, Customer Trust, and Customer Satisfaction on Customer Loyalty toward Fore Coffee in Kota Medan. Furthermore, the study seeks to identify areas of improvement within each outlet based on consumer perceptions. The first research objective was analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with Likert-scale data, while the second objective was examined through descriptive statistical analysis using binary-scale data (dichotomous responses). Primary data were collected through questionnaires distributed to consumers at eight Fore Coffee outlets located throughout Kota Medan. The findings reveal that among the three independent variables, only Service Quality exerts a statistically significant influence on Customer Loyalty. Meanwhile, the results of the descriptive analysis indicate that, although Fore Coffee has successfully established strong product and service quality, several aspects still require enhancement. These include supporting facilities, interior design of the outlets, and location or accessibility as perceived by customers.