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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) GLORY Jurnal Ekonomi dan Ilmu Sosial
Hae, Mensen Mone
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STRATEGI PROMOSI COFFEE SHOP MELALUI SOSIAL MEDIA INSTAGRAM (STUDI PADA CETROO COFFEE SUMBA TIMUR) Hae, Mensen Mone; Fanggidae, Apriana H J; Kurniawati, Merlyn; Foenay, Christien C
GLORY Jurnal Ekonomi dan Ilmu Sosial Vol 4 No 2 (2023): GLORY Jurnal Ekonomi dan Ilmu Sosial
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/glory.v4i2.10313

Abstract

Tujuan penelitian ini untuk menentukan Strategi Promosi Cetroo Coffee Sumba timur melalui analisis SWOT (strength, weaknesses, opportunities, threats). Dalam menentukan strategi promosi perlu diketahui dari kekuatan, kelemahan. Peluang, dan ancaman. Penelitian ini adalah deskriptif kualitatif. Informan dalam penelitian ini adalah Pemilik coffee shop, Manajer coffee shop, Pelayan, Koki, Karyawan lama, dan Karyawan baru. Instrument penelitian dilakukan dengan metode observasi, wawancara, dan dokumentasi berupa foto. Proses analisis data dilakukan dengan tahap catatan tertulis dilapangan, reduksi data, penyajian data dan verifikasi. Hasil penelitian menunjukan bahwa analisis kekuatan antara lain yaitu lokasi yang strategis, produk yang berkualitas, menu bervariasi, harga yang terjangkau. Sedangkan kelemahannya kurangnya endorse dan minimnya promo diskon. Pada peluang yang dimiliki meningkatnya permintaan konsumen, pangsa pasar yang luas, meningkatkan promosi melalui social media, dan kualitas produk diakui konsumen. Ancaman yang dihadapi yaitu adanya pesaing yang sama, pesaing memberikan harga miring dan mulai tumbuhnya pesaing yang baru. Strategi yang dapat diterapkan yaitu mengintensifkan promosi pada pasar, menjaga kualitas produk yang ditawarkan, memanfaatkan social media sebagai sarana untuk melakukan promosi, dan menambah fasilitas area tanpa asap rokok agar konsumen merasa nyaman selama berada di Cetroo Coffee Sumba timur. Kata Kunci : Strategi Promosi, Kekuatan, Kelemahan, Peluang dan Ancaman.
The Role of Customer Satisfaction in Mediating the Effect of Service Quality and Trust on Customer Loyalty at LPD Tanjung Benoa Hae, Mensen Mone; Telagawathi, Ni Luh Wayan Sayang; Widiastini, Ni Made Ary
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6773

Abstract

This study aims to analyze the role of customer satisfaction in mediating the influence of service quality and trust on customer loyalty at LPD Tanjung Benoa. The phenomenon of declining customer numbers and decreasing levels of customer satisfaction formed the basis for conducting this research. Customer loyalty is an important factor for the sustainability of financial institutions; therefore, service quality and trust need to be improved in order to create sustainable customer satisfaction. This study employed a quantitative approach with an explanatory research design. The population consisted of all loan and deposit customers of LPD Tanjung Benoa, totaling 1,242 customers. The sampling technique used was probability sampling with a simple random sampling method, resulting in a sample of 160 respondents. Data were collected through the distribution of questionnaires using a Likert scale. The data analysis technique used was Structural Equation Modeling based on Partial Least Square (PLS-SEM). The results showed that service quality has a positive and significant effect on customer loyalty, trust has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect on customer loyalty. In addition, service quality and trust were also proven to have a positive and significant effect on customer satisfaction. Customer satisfaction was able to mediate the influence of service quality on customer loyalty and also mediate the influence of trust on customer loyalty at LPD Tanjung Benoa.
Co-Authors Fanggidae, Apriana H.J. Foenay, Christien C. Merlyn Kurniawati Ni Luh Wayan Sayang Telagawathi Ni Made Ary Widiastini