Analisis Pengaruh Kepuasan Pelanggan terhadap Keputusan Pembelian pada Coffeeshop “Selasa_Communa” Medan

Abstract

The increase in coffee consumption in the world and Indonesia opens up great opportunities for Indonesian MSMEs, especially coffee shops. This study aims to analyze how far is the correlation between customer satisfaction and purchasing decisions for customers of the selasa_communa coffee shop. Sampling in this study is taken by purposive sampling with specified criteria and a total of 40 customers. The data are collected with a scale from the aspects of customer satisfaction and purchasing decisions. The data are analyzed using simple regression analysia. The results show that there is a significant positive correlation between customer satisfaction and purchasing decisions for consumers of the selasa_communa Coffeeshop. In this study, customer satisfaction who have purchased at the selasa_communa Coffeeshop can be used as a stimulus for prospective customers in making purchasing decisions.