Marketing Mix on Customer Loyalty at Coffee Shop in Bandung

Authors

DOI:

https://doi.org/10.33050/atm.v5i1.1488

Keywords:

coffee shop, customer loyalty, marketing mix, physical evidence, price

Abstract

Coffee shop business growing rapidly in Bandung. Not just enjoying a cup of coffee, coffee shops are now transformed into places to socialize and gather together with friends and relatives. This trend makes existing coffee shops compete with one another by providing differentiation in product, price, place, promotion, service, atmosphere, and presentation process. This research tries to explore the marketing mix at coffee shop in Bandung and its effect on customer loyalty. With quantitative research methods taken from 80 respondents, it is known that the physical evidence factor is the main factor, on the other hand the price factor is the lowest factor that has impact on customer loyalty. This research underlines the importance of the components of the marketing mix in order to increase customer loyalty in the coffee shop business.

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Author Biographies

Erlina Erlina, Parahyangan Catholic University

Bachelor Student at Business Administration Department

Parahyangan Catholic University

Daniel Hermawan, Parahyangan Catholic University

Lecturer at Business Administration Department

Parahyangan Catholic University

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Published

2021-01-30

How to Cite

Erlina, E., & Hermawan, D. (2021). Marketing Mix on Customer Loyalty at Coffee Shop in Bandung. APTISI Transactions on Management, 5(1), 89–96. https://doi.org/10.33050/atm.v5i1.1488