Aisyah, Siti (2024) HUBUNGAN ANTARA KEPUASAN DENGAN LOYALITAS PELANGGAN DI COFFEE SHOP RUFI COFFEE KECAMATAN DEWANTARA KABUPATEN ACEH UTARA. S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRACT The study was conducted at Rufi Coffee, located in Dewantara District, Aceh Utara, in June 2024. Rufi Coffee is a coffee shop enterprise that commenced operations in January 2022 on Uteun Geulinggang Street in the Dewantara District. It is owned by Muhammad Yasir, who initiated the venture as a result of his interest in coffee. This coffee shop business is a popular establishment among the local community, including students. The objective of this study is twofold: firstly, to identify the level of customer satisfaction at Rufi Coffee, and secondly, to ascertain the relationship between customer satisfaction and customer loyalty at Rufi Coffee. The study was conducted at Rufi Coffee, a coffee shop, by distributing questionnaires. The data analysis method employed in this study is quantitative, with measurement using the Likert scale and the Spearman rank correlation. The results of the study indicate a significant relationship between the variables of satisfaction and customer loyalty at Rufi Coffee, with a p-value of 0.000, less than 0.05. The correlation between the variables of satisfaction and customer loyalty at Rufi Coffee is indicated by a coefficient of 0.419, which represents a moderate relationship. This is because the correlation is positive, suggesting a direct relationship between the two variables. Consequently, it can be inferred that an increase in customer satisfaction will lead to an increase in customer loyalty. Keywords: Relationship between satisfaction and customer loyalty, Likert scale, Spearman's rank correlation, Rufi Coffee coffee shop

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian > 54201 - Jurusan Agribisnis
Depositing User:	Siti Aisyah
Date Deposited:	03 Jan 2025 03:16
Last Modified:	03 Jan 2025 03:16
URI:	https://rama.unimal.ac.id/id/eprint/8988

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