Faktor Emosional dalam Meningkatkan Loyalitas Pelanggan pada Kedai Kopi di Kota Denpasar
Emotional Factors in Increasing Customer Loyalty at Coffee Shops in Denpasar City
Keywords:
Perceived Enjoyment, Perceived Value, Kepuasan, LoyalitasAbstract
Penelitian ini bertujuan untuk mengkaji bagaimana perceived enjoyment dan perceived value mempengaruhi loyalitas pelanggan dengan kepuasan pelanggan sebagai faktor mediasi dalam konteks kedai kopi di Denpasar. Menggunakan desain penelitian kausal kuantitatif, data dikumpulkan dari 120 responden Generasi Z yang sering mengunjungi kedai kopi lokal. Survei menggunakan kuesioner terstruktur, dan data dianalisis melalui SEM-PLS. Hasil penelitian menunjukkan bahwa perceived enjoyment berpengaruh signifikan terhadap kepuasan dan loyalitas, sedangkan perceived value hanya berpengaruh terhadap kepuasan. Selain itu, kepuasan berkontribusi positif terhadap loyalitas tetapi tidak berperan sebagai mediator dalam hubungan tersebut. Temuan ini menyiratkan bahwa aspek emosional memiliki pengaruh lebih kuat dibandingkan aspek kognitif dalam membentuk loyalitas pelanggan terhadap kedai kopi di Denpasar. Studi ini berkontribusi pada kerangka SOR dengan menegaskan peran sentral faktor emosional dalam loyalitas. Hal ini penting mengingat persaingan ketat antar kedai kopi di Bali yang mengharuskan pemilik usaha untuk fokus pada aspek experiential services. Hasil penelitian ini memberikan arahan bagi kedai kopi untuk membangun loyalitas melalui pengalaman yang menyenangkan dan ikatan emosional.
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