PENGARUH PROMOSI PENJUALAN STARBUCKS MALL KOTA KASABLANKA TERHADAP LOYALITAS PELANGGAN

DEVA, GERARDUS ALVIN PRANATA (2020) PENGARUH PROMOSI PENJUALAN STARBUCKS MALL KOTA KASABLANKA TERHADAP LOYALITAS PELANGGAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with the development of the coffee industry in Indonesia, each coffee industry is competing with each other to get the attention of its consumers. Various interesting promotions have been made to be able to attract consumers to buy. There are not many coffee entrepreneurs / industries that get high profits from the promotion of their products, many of their businesses have gone out of business because the promotions made do not exceed the expectations of the business owners. Meanwhile, many of the coffee shop industry entrepreneurs have actually achieved success from the planned promotions / advertisements. Starbucks is a large coffee industry that has become a pioneer and a benchmark for success in the coffee industry, included in the Mitra Adi Perkasa (MAP) group under the name PT. Sari Coffee Indonesia to be able to expand its wings in Asia, especially in Indonesia. This research is quantitative explanative using survey research method. This research departs from the theory of Tjiptono (2008; 546) regarding 4 main classifications of sales promotion, namely consumer promotion, trade promotion, sales force promotion, and business promotion. Researchers used 100 respondents as a sample with a proportionate stratified random sampling technique. The results of this study found that sales promotions conducted by Starbucks had a significant impact on customer loyalty. From the results of the correlation test, it shows 42.5%, which means there is sufficient correlation to these two variables. Keywords: Sales Promotion, Survey, Costumer Loyalty Seiring dengan berkembangnya industri kopi di Indonesia, masing-masing industri kopi pun saling berlomba untuk mendapatkan perhatian dari konsumennya. Berbagai promosi menarik telah dilakukan untuk dapat menjalin minat konsumen untuk membeli. Tidak banyak pengusaha/industri kopi yang meraih keuntungan tinggi dari promosi produk-produknya, banyak dari usaha mereka gulung tikar dikarenakan promosi yang dibuat tidak melampaui ekspetasi pemilik usaha tersebut. Sementara itu, tidak sedikit pula banyak dari pengusaha industri coffee shop yang justru meraih kesuksesan dari promosi/iklan yang di rencanakan. Starbucks merupakan industri kopi besar yang menjadi pioneer serta tolok ukur kesuksesan dalam industri kopi, masuk dalam grup Mitra Adi Perkasa (MAP) dengan nama PT. Sari Coffee Indonesia untuk dapat melebarkan sayapnya di asia khususnya di Indonesia. Penelitian ini bersifat eksplanatif kuantitatif dengan menggunakan metode penelitian survey. Penelitian ini berangkat dari teori Tjiptono (2008;546) mengenai 4 klasifikasi utama promosi penjualan yaitu consumer promotion, trade promotion, salesforce promotion, dan business promotion. Peneliti menggunakan 100 responden sebagai sampel dengan Teknik proportionate stratified random sampling. Hasil penelitian ini menemukan bahwa promosi penjualan yang dilakukan Starbucks memberikan dampak yang cukup signifikan terhadap loyalitas pelanggan. Dari hasil uji korelasi menunjukan 42,5% yang berarti terdapat cukup korelasi terhadap dua variabel tersebut. Kata Kunci: promosi penjualan, survey, loyalitas pelanggan

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