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Hermawan, Daniel
Universitas Katolik Parahyangan
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Journal : Aptisi Transactions on Management

 1 
Bauran Pemasaran terhadap Loyalitas Pelanggan Kedai Kopi di Bandung Erlina, Erlina; Hermawan, Daniel
APTISI Transactions on Management (ATM) Vol 5 No 1 (2021): ATM (APTISI Transactions on Management: January)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/atm.v5i1.1488

Abstract

Coffee shop business growing rapidly in Bandung. Not just enjoying a cup of coffee, coffee shops are now transformed into places to socialize and gather together with friends and relatives. This trend makes existing coffee shops compete with one another by providing differentiation in product, price, place, promotion, service, atmosphere, and presentation process. This research tries to explore the marketing mix at coffee shop in Bandung and its effect on customer loyalty. With quantitative research methods taken from 80 respondents, it is known that the physical evidence factor is the main factor, on the other hand the price factor is the lowest factor that has impact on customer loyalty. This research underlines the importance of the components of the marketing mix in order to increase customer loyalty in the coffee shop business.
Co-Authors Allikanaya, Primaura Meiracaesara Andika, Vania Claresta Angelica, Maria Beta Wijanarko Pranoto, Laurentius Darmanto, Rayner Evan Dumanauw, Josh Samuel Ellen Cenora Erlina Erlina Fahrurrozi, Naufal Andyka Felicia Devina Arum Andita Florentyna, Dyta Nadya Franklin Asido Rossevelt Fransiska Anita Subari Fransiska Anita Subari Halim, Kevin Gunawan Helmi, Hamdi Here, Imanuel Alexander Jenifer, Jenifer Karamang, Ezra Karen Millennia Puspa Nugroho Karerin Narisa Putri Keisha Safina Syauta Li, Zhiwen Markus, Monica Mesakh Abednego Setiawan Michael Swintio Halim Michelle Santi Kurniawan Muzadi, Alifya Ainun Nurfatha, Dianajmi Nurhalimah, Naura Rosya Pratama, Rahmadiansyah Rangga, Paulus Pradipta Roni Tua Salman Praja, Rinaldhi Sariputta, Stephen Shafwan, Fauzan Indra Sihombing, Heriyandi Pandapotan Sihotang, Desjantri Silfitri Suryajaya Eltanto, Kevin Syayu Zhukhruffa Theresia Gunawan Tobing, Albert Mangapul Parulian Lumban Tonda, Yoseph Maxidiaz Corala Trivena Muabuai, Ribka Yoke Pribadi Kornarius