ANALYSIS OF CUSTOMER SATISFACTION AT WINDA STUDIO COFFEE

Abstract

This research was conducted in Humbang Hasundutan Regency, which is famous for its diversity of coffee shops. The presence of many coffee shops in this area reflects the strong coffee consumption culture in Indonesia, with coffee being one of the main economic commodities and a significant source of foreign exchange. Apart from providing economic benefits, coffee also provides income for coffee farmers in Indonesia. This research focuses on the influence of customer satisfaction on customer loyalty at Winda Studio Coffee. Data were analyzed using a simple linear regression method, which revealed that customer satisfaction has a significant positive influence on customer loyalty. Thus, the higher the level of customer satisfaction, the higher the level of customer loyalty towards Winda Studio Coffee. The results of this research provide important insights for coffee business owners, especially Winda Studio Coffee, to continue to improve the quality of their products and services in order to maintain and increase customer satisfaction, which in turn will support customer loyalty. In the fierce competition in the coffee industry, understanding and responding to customer needs is the key to success in maintaining a strong market share.

Keywords: Product Quality, Purchasing Decisions, and Customer Satisfaction .