The Influence of Barista on Coffee Shop Consumer Loyalty (Utilizing Indicators for Theoretical and Practical Purposes)

Abstract

Consumer loyalty is a very important aspect in supporting the sustainability of the coffee shop business and one of the related factors is the barista. The research aims to determine the condition of the barista variable and consumer loyalty and to analyze the influence of the barista on coffee shop customer loyalty in Kuningan City, West Java. The research was conducted in January-April 2022 using a descriptive quantitative design and survey method. The number of samples was determined intentionally by 72 respondents. Data measurement uses a Likert Scale and analysis with the Structural Equation Model instrument. The results showed that the barista condition was in the "very competent" category (92%) and consumer loyalty was in the "loyal" category (80%), but the barista had no significant effect on coffee shop customer loyalty. The most dominant indicators reflecting the condition of the barista are "hospitality" and consumer loyalty, namely "loyal" and "don't care about other brands". The results of the research are very important and interesting so that they can contribute to the development of knowledge in the fields of marketing and statistics, as well as being a reference for coffee shop entrepreneurs to gain consumer loyalty.