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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Rangga Wardana, Ilham Sucipto
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Decision Sciences, Operations Research & Management

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PENGARUH PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE & PHYSICAL EVIDENCE TERHADAP LOYALITAS PELANGGAN GRIND COFFEE Rangga Wardana, Ilham Sucipto; Sunaryo
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.4.12

Abstract

At this time there are so many coffee shop businesses, the emergence of a coffee shop business that is currently rapidly bringing a new impact on lifestyle. With a new lifestyle cre­ated by the current generation, pulling coffee shop competition to a new level where the best can survive the competition. This research aims to assess and analyze the effect of pro­duct, price, place, promotion, people, and physical evidence on the loyalty of the customers of Grind Coffee in Pasuruan city. The data of this quantitative explanatory research was har­vested through Likert-scaled questionnaires distributed to the coffee shop’s 85 customers me­eting the criteria as re-quired by purposive sampling technique. Here validity and re­li­a­bi­lity testing were per-formed, and the analyses were conducted using multiple linear re­gre­s­sion in SPSS for Windows version 24. This study finds that product, price, people, and phy­sical evidence positively and significantly affect customer loyalty, while place and promotion did not have any significant effect on the loyalty.
Co-Authors Sunaryo