Dwitama, Fran Gerri (2025) Pengaruh Kualitas Produk, Strategi Pemasaran, Dan Experiental Marketing Terhadap Loyalitas Konsumen (Studi Kasus Awor Coffee). Ringkasan Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.
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Abstract
The coffee-drinking culture in Indonesia, particularly in the central region, has undergone a transformation influenced by changing lifestyles and global cultural trends. The increasing trend of coffee consumption has driven the growth of coffee shop businesses, including in Yogyakarta and its surrounding areas. The intense competition in this industry requires coffee shop managers to maintain customer satisfaction and loyalty. Customer loyalty is a crucial aspect of business, as loyal customers tend to continue using the same products or services and recommend them to others. This study aims to analyze the factors influencing consumer loyalty in the coffee shop industry, focusing on marketing strategies, product quality, and experiential marketing. The research adopts a case study approach on AWOR Coffee, which has several branches outside the D.I. Yogyakarta region, such as Klaten, Purwokerto, Nganjuk, and Kediri. The analysis explores how geographical differences and customer characteristics impact satisfaction and loyalty. The findings indicate that experiential marketing plays a significant role in creating unique experiences for customers, which in turn affects their level of loyalty. Additionally, product quality and effective marketing strategies also contribute to enhancing customer satisfaction. These insights provide valuable guidance for coffee shop businesses in designing strategies to maintain and improve customer loyalty in an increasingly competitive market.
| Item Type: | Thesis (Ringkasan Skripsi) |
|---|---|
| Additional Information: | Tugas Akhir dapat dibaca di Perpustakaan dengan Call Number Dwi P 8087/2025 |
| Uncontrolled Keywords: | Customer Loyalty, Coffee Shop, Experiential Marketing, Product Quality, Marketing Strategy. |
| Subjects: | MANAJEMEN > Pemasaran dan Periklanan |
| Divisions: | Program Sarjana > Ringkasan Skripsi Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 19 Mar 2025 03:00 |
| Last Modified: | 19 Mar 2025 03:00 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/3228 |
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