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All Journal Forum Agribisnis JEPA (Jurnal Ekonomi Pertanian dan Agribisnis)
Gara Dhita, Sylvia
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Marketing Mix 7P terhadap Kepuasan dan Loyalitas Konsumen Produk Olahan Kopi Espresso di Kota Semarang Dhita, Sylvia Gara; Mukson, Mukson; Setiadi, Agus
Jurnal Ekonomi Pertanian dan Agribisnis Vol 6, No 1 (2022)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jepa.2022.006.01.17

Abstract

Bauran pemasaran sebagai salah satu strategi pemasaran digunakan untuk merumuskan rancangan strategi pemasaran yang taktis dan efektif. Penerapan bauran pemasaran atau marketing mix 7P yang terdiri dari product, price, place, promotion, people, process dan physical evidence perlu dilakukan untuk memperbaiki dan mempertahankan sasaran pasar serta dapat dijadikan bahan evaluasi dalam bersaing dengan kompetitor untuk meningkatkan penjualan produk dan berorientasi kepada kepuasan dan koyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh marketing mix 7P terhadap kepuasan dan loyalitas konsumen, dan menganalisis variabel marketing mix 7P yang berpengaruh paling dominan terhadap kepuasan dan loyalitas konsumen produk olahan kopi espresso di Kota Semarang. Metode penelitian yang digunakan adalah survei. Pengambilan sampel dilakukan dengan metode accidental sampling dengan jumlah responden sebanyak 100 orang. Metode analisis  data menggunakan path analyis atau analisi jalur. dan pengolahan data dilakukan dengan alat bantu SPSS Statistics 22. Hasil penelitian menunjukkan bahwa nilai t tabel = 1,98638 sehingga product, promotion, dan kepuasan konsumen berpengaruh secara siginifikan, sedangkan variabel lainnya tidak berpengaruh secara signifikan terhadap loyalitas konsumen. Nilai uji f hitung 8,669 > f tabel 2,04 sehingga variabel independen berpengaruh positif dan signifikan terhadap variabel dependen. Variabel product berpengaruh sangat nyata terhadap kepuasan dan loyalitas konsumen. Besar pengaruh product terhadap loyalitas konsumen yaitu 28,3%, lalu pengaruh secara tidak langsung sebesar 2,97% dan pengaruh total yang diberikan adalah sebesar 31,27%. 8. Kepuasan konsumen berpengaruh positif secara langsung terhadap loyalitas konsumen. Besarnya pengaruh kepuasan terhadap loyalitas konsumen yaitu 23,6% dan besarnya pengaruh secara gabungan yaitu 43,2%. 
Analisis Faktor Kepuasan Dan Loyalitas Konsumen Terhadap Produk Espresso Based Coffee Di Filosofi Kopi Jakarta Gara Dhita, Sylvia; Mukson, Mukson; Setiadi, Agus
Forum Agribisnis Vol. 15 No. 1 (2025): FA VOL 15 NO 1 MARET 2025
Publisher : Magister Science of Agribusiness, Department of Agribusiness, FEM-IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/fagb.15.1.36-52

Abstract

Espresso based coffee has an important role in the coffee shop industry, because it served as the base for a variety of popular coffee drinks, so it would be a popular choice for consumers to enjoy while relaxing or simply spending time. Filosofi Kopi, located in several strategic areas in Jakarta, offers many kinds of popular espresso based coffee products to consumers. Unfortunately, Filosofi Kopi has not implemented a suitable marketing strategy for its business operations. This is an important thing for business owners to analyze what consumers need as target market. Therefore, marketing mix 9P analysis must be done in order to evaluate consumer satisfaction, which has an impact on consumer loyalty of competing with competitors. The purpose of this research is to analyze the level of Filosofi Kopi customer satisfaction and loyalty by using the marketing mix 9P strategy. Satisfaction and loyalty levels of consumers have been analyzed by the Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and customer loyalty pyramid methods. The research results showed that the CSI value was 83.97%, indicating that consumers are very satisfied with all the marketing mix 9P attributes in Filosofi Kopi. Based on IPA analysis using the cartesius diagram, performance and importance attributes in each quadrant should be maintained. The customer loyalty pyramid showed that espresso–based coffee consumers in Filosofi Kopi were in the “committed buyer” category with the highest percentage values of 80.71%. Consumer Satisfaction variable (Y) has dominant influence to Consumer Loyalty (Z). Through this research, it has been concluded and suggested to Filosofi Kopi that uses the marketing mix 9P to maximize “price” and “process” aspects to improve consumer satisfaction and loyalty, which has a positive impact.
Co-Authors Agus Setiadi Mukson Mukson