PENGARUH MARKETING MIX DAN ATMOSFER CAFE TERHADAP LOYALITAS PELANGGAN DI BADBEAR COFFEE GARDEN KOTA BATAM

Abstract

This study aims to analyze the influence of Marketing Mix and Cafe Atmosphere on Customer Loyalty at Badbear Coffee Garden in Batam City. The research was motivated by a 25.9% decline in transaction volume from January to June 2024, indicating a low level of customer loyalty. This research was conducted using quantitative methods. This study took a sample of 100 respondents using purposive sampling technique with criteria of customers who had visited Badbear Coffee Garden within the last three months. Data collection techniques were carried out by distributing questionnaires using a Likert scale. Data analysis was performed using SPSS 25 software which included descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis testing. Based on the regression test results, Marketing Mix (X1) has an influence of 56.4% on customer loyalty (Y), Cafe Atmosphere (X2) has an influence of 36.1% on customer loyalty (Y), while simultaneously both variables are able to explain 75.5% of the variation in customer loyalty. Based on the hypothesis testing results, it was found that Marketing Mix and Cafe Atmosphere partially and simultaneously have a positive and significant influence on customer loyalty at Badbear Coffee Garden in Batam City.