Analisis pengaruh persepsi nilai dan kualitas layanan terhadap kepuasan dan loyalitas konsumen whynot coffee bogor

Coffee is a prime tropical commodity traded worldwide by contributing half of total exports of tropical commodities. The popularity of coffee is primarily due to its unique taste and support of historical factors, traditions, social and economic interests (Ayeglin et al. 2013). Coffee is a natural source of caffeine compounds that have the benefits of enhancing alertness and tiredness. In 2013, Indonesia is the third largest coffee producer in the world. Indonesia is famous for its variety of specialty coffee, such as gayo coffee, lintong coffee and Toraja coffee. The uniqueness of taste and aroma make Indonesia has a great chance to increase its coffee trade in the world. Coffee consumption in 2014 based on SUSENAS conducted by BPS reached 1.35 kg / capita One of the growing cafe in Bogor city is coffee shop. Coffee shop is defined as a place that provides food and beverage products along with other entertainment. Coffee shops not only provide benefits for owners and job seekers, coffee lovers who regularly visit the coffee shop assume there are many benefits when they make their visits. They consider his visit as a gathering place, socializing, dating, brainstorming, expanding the network and also doing business. Whynot Coffee is one of the coffee shop in Bogor with competitors such as Starbucks, Coffee Toffee, Old Town and others. The number of Whynot Coffee visitors each month can not meet the targets set by management. The number of monthly visitors is still below the management target. The condition shows that Whynot Coffee has not been able to reach their customer. Increasing and maintain the number of visitors need to be done by Whynot Coffee in order to compete with other coffee shop in the Bogor. Therefore, this study aims to measure customer satisfaction and loyalty Whynot Coffee Bogor based on the perceived value and quality of service. So this research is expected to provide information for Whynot Coffee about the level of customer satisfaction and loyalty. This research uses Structural Equation Modeling method. Structural Equation Modeling method can analyze multivariate simultaneously. While the purpose of using multivariate techniques is to expand the ability to explain the variables studied and to achieve statistical efficiency. Based on the results obtained from the analysis of Structural Equation Modeling, the overall customer satisfaction index yields a percentage value of 83.42%. This condition explains that the majority of Whynot Coffee customers is very satisfied with the service and perceived value. The utilitarian value variable and assurance variable significantly influence the creation of Whynot Coffee customer satisfaction. Customer satisfaction directly has a significant influence on the creation of Whynot Coffee customer loyalty, the higher the level of satisfaction will be more loyal