ANALISIS BINARY TERHADAP DETERMINAN LOYALITAS PELANGGAN PADA INDUSTRI COFFEE SHOP

Studi Kasus Senusa Coffee Jakarta

Abstrak

Pertumbuhan industri coffee shop di Indonesia yang sangat pesat memunculkan persaingan ketat antar pelaku usaha. Keberhasilan bisnis tidak hanya ditentukan oleh kemampuan menarik pelanggan baru, tetapi juga oleh upaya mempertahankan loyalitas pelanggan. Penelitian ini bertujuan menganalisis pengaruh bauran pemasaran (produk, harga, promosi, dan tempat) terhadap loyalitas pelanggan pada Senusa Coffee Jakarta. Metode penelitian menggunakan pendekatan kuantitatif eksplanatori dengan analisis regresi logistik biner. Data primer diperoleh melalui kuesioner dengan teknik probability sampling (simple random sampling) sebanyak 122 responden. Instrumen diukur menggunakan skala semantik diferensial 1–7. Analisis meliputi uji validitas, reliabilitas, kelayakan model, serta uji signifikansi simultan dan parsial. Hasil penelitian menunjukkan bahwa hanya variabel promosi yang berpengaruh signifikan terhadap loyalitas pelanggan, namun dengan arah negatif. Hal ini berarti intensitas promosi yang dilakukan Senusa Coffee justru menurunkan kecenderungan loyalitas pelanggan. Variabel produk, harga, dan tempat tidak berpengaruh signifikan. Temuan ini memperlihatkan bahwa loyalitas konsumen lebih dipengaruhi oleh faktor non-4P, seperti kualitas pelayanan atau brand image yang tidak diteliti dalam model. Secara teoretis, penelitian ini memperkaya literatur bahwa tidak semua elemen bauran pemasaran konsisten berpengaruh terhadap loyalitas pelanggan coffee shop. Secara praktis, hasil penelitian memberikan masukan bagi manajemen Senusa Coffee untuk melakukan evaluasi strategi promosi dan memperkuat kualitas pengalaman konsumen.

The rapid growth of Indonesia’s coffee shop industry has intensified competition among businesses. Success in this sector depends not only on attracting new customers but also on retaining their loyalty. This study aims to analyze the effect of the marketing mix (product, price, promotion, and place) on customer loyalty at Senusa Coffee Jakarta. The research employed an explanatory quantitative approach with binary logistic regression analysis. Primary data were collected through questionnaires distributed to 122 respondents using a simple random sampling technique. All indicators were measured on a 1–7 semantic differential scale. Data analysis included validity and reliability tests, model fit tests, and both simultaneous and partial significance tests. The results reveal that only promotion significantly influences customer loyalty, but with a negative direction. This indicates that Senusa Coffee’s promotional strategies tend to reduce rather than enhance customer loyalty. Meanwhile, product, price, and place show no significant effect. These findings suggest that customer loyalty may be shaped more strongly by non-marketing mix factors such as service quality or brand image, which were not included in the model. Theoretically, this study enriches the literature by showing that not all marketing mix elements consistently influence loyalty in the coffee shop industry. Practically, it provides managerial insights for Senusa Coffee to reassess its promotional strategies and focus on strengthening the overall customer experience.