Pengaruh Content Marketing dan Store Atmosphere terhadap Costumer Loyalty pada Dreezel Coffee

Abstract

Abstrak. As businesses in the culinary sector develop, especially coffee consumption, West Java is listed as the region with the largest number of coffee producers, causing competition in the coffee shop industry to become increasingly fierce. With many coffee shops offering attractive products, services and shop atmospheres and following the latest trends. The purpose of this research is to find out how Content Marketing, Store Atmospheric, and Customer Loyalty are explained in Dreezel Coffee. And to find out how much influence Content Marketing and Store Atmosphere have on Customer Loyalty This research applies quantitative methods and is included in the category of descriptive and verification research. The sampling technique used was non-probability sampling with purposive sampling. The data collection method used in the research is a survey method with a questionnaire instrument. The subject of this research is consumers of Dreezel Coffee Tubagus Ismail in Bandung with a total of 100 respondents. The analysis performed included descriptive and verification analysis using multiple linear regression, F-test, t-test and coefficient of determination. The results of this research show that Content Marketing has a positive and significant effect on customer loyalty and that store atmosphere has a positive and significant effect on customer loyalty. Then simultaneously Content Marketing and store atmosphere have a positive and significant effect on customer loyalty.

 Abstrak. Seiring dengan perkembangan usaha di sektor kuliner, khususnya dalam konsumsi kopi, Jawa Barat tercatat sebagai wilayah dengan jumlah produsen kopi terbesar, yang menyebabkan persaingan dalam industri coffee shop semakin ketat. Dengan banyaknya coffee shop yang menawarkan produk, layanan, dan suasana toko yang menarik serta mengikuti tren terbaru. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana Gambaran Content Marketing, Store Atmosphere, dan Costumer Loyalty pada Dreezel Coffee. Serta untuk mengetahui seberapa besar pengaruh Content Marketing dan Store Atmosphere terhadap Customer Loyalty. Penelitian ini menerapkan metode kuantitatif dan termasuk dalam kategori penelitian deskriptif serta verifikatif. Teknik sampling yang digunakan adalah nonprobability sampling dengan purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian yaitu metode survei dengan instrument kuesioner. Objek penelitian ini adalah konsumen Dreezel Coffee Tubagus Ismail di Kota Bandung dengan 100 jumlah responden. Analisis yang dilakukan mencakup analisis deskriptif dan verifikatif menggunakan regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian ini menunjukan Content Marketing berpengaruh positif dan signifikan terhadap Costumer Loyalty dan Store Atmosphere berpengaruh positif dan signifikan terhadap Costumer Loyalty. Lalu secara simultan Content Marketing dan Store Atmosphere berpengaruh terhadap Costumer Loyalty.