Peran Kebijakan Bisnis dalam Meningkatkan Kepuasan Pelanggan pada Kopi Baba Medan (Studi Kasus pada Kopi Baba Jl. Dr. Mansyur No.47 Medan)

Abstract

Success in implementing and conducting business policy derives from a good strategic management. Perceived saticfaction of customers is an end result expected by every business and also a way to decide if a customer will return or not. The aim of this research is to find business policy and its role in increasing customer’s satisfaction at Kopi Baba Coffee Shop Dr. Mansyur Street Number 47, Medan. Service Marketing Mix is a substantial aspect which generates a proper business policy for a company. Tiptono (2008:95) stated that service marketing mix consists of the whole elements in business activity. It has 7 aspects : product, proce, place, promotion, people, process and physical evidence. Kotler dan Keller (2009:138) also defined satisfaction is a glad or dissapoint feeling as a result of perceived product perfomance compared with their expectation towards the product. This research was conducted by using descriptive and qualitative approachment. It applied Purposive Sampling as a part of Non Probability Sampling technique. There were 15 informants for this research who were divided into key informant, main informant and additional informant. In order to analyze the data, this research also used reduction, display and verification data technique. In general, Kopi Baba applied business policy which derives from 7 aspects of service marketing mix. Applied business policy is not officially written, nevertheless orally notified by the owner to all employees. Informants also asserted their whole satisfaction towards Kopi Baba. The highest satisfaction was due to physical evidence which consists of some facilities such as internet access, decoration, air circulation and created environtment in Kopi Baba.