Analisis Faktor-Faktor yang Mempunyai Hubungan terhadap Kepuasan Konsumen dalam Membeli Kopi di Coffee Shop (Kasus : Coffee Shop Kopi Om Wari Kecamatan Kota Juang Kabupaten Bireuen Aceh)

Abstract

Consumer satisfaction will provide benefits for a business, including harmonious relationships between business actors and consumers, creating encouragement for repeat purchases by consumers, and providing positive experiences for consumers which in turn has an impact on consumers' willingness to recommend to potential consumers and can increase sales. The objectives of this research are: (1) To describe the characteristics of consumers who buy coffee drinks at Kopi Om Wari. (2) To analyze the factors that are related to consumer satisfaction in purchasing coffee drinks at Kopi Om Wari. The determination of the Om Wari Coffee Shop, Kota Juang District, Bireuen Regency, Aceh as the research location was carried out purposively. The sample determination method uses the accidental sampling method. The samples used were consumers who had purchased and visited Om Wari Coffee with a total of 100 samples. The data analysis method used in this research uses the Spearman Rank Test. The results of this research show that: (1) The consumers who visit Om Wari Coffee the most are male students with an average age of 15-25 years and the highest level of education is SMA/SMK with a monthly income of <Rp. 500,000 (2) Product Quality, Service Quality, Emotional, Price and Cost factors have a strong and positive relationship and have a significant correlation with consumer satisfaction.