Analisis Determinan Loyalitas Pelanggan Muslim Melalui Mediasi Peduli Maslahah pada Kafe Ramah Muslim

Abstract

In general, this study aimed to complete the drawback of previous studies which ignored the aspect of product purchase measurement in measuring customer loyalty. Specifically, this study aimed not only to map out how the customer loyalty of Muslim cafe was formed but also to analyze the factors that caused the formation of customer loyalty in the local area. In response to this, this study used a quantitative approach in collecting data with a closed questionnaire technique which was constructed through the variables used with the support of a randomly selected sample of 100 respondents. Before being presented, the data went through two tests that were outer model and inner model tests with the help of Smart-PLS application for Students (version 3.3.2). The result of the study showed that the customers of Al-Fatih Cafe have not put the halalness of the product yet as their main consideration. They only considered the taste and the price of the product. However, they thought that Al-Fatih Cafe really concerned on maslahah in serving its customers and maintaining the halalness of its products. Secara umum studi ini bertujuan untuk melengkapi kekurangan dari studi terdahulu yang mengabaikan aspek ukuran pembelian produk dalam mengukur loyalitas pelanggan. Sedangkan secara khusus tulisan ini selain bertujuan untuk memetakan bagaimana terbentuknya loyalitas pelanggan kafe muslim, juga menganalisis faktor-faktor yang menyebabkan terbentuknya loyalitas pelanggan tersebut di daerah. Dalam merespon hal ini, studi ini menggunakan pendekatan kuantitatif dalam menggumpulkan data dengan teknik angket tertutup yang dikontruk melalui variabel yang digunakan dengan dukungan sampel yang dipilih secara acak sebanyak 100 responden. Sebelum dituangkan, data terlebih dahulu diuji dua tahap, yaitu: Uji Outer Model dan uji Inner Model dengan bantuan aplikasi Smart-PLS for Students (versi 3.3.2). Hasilnya menunjukan, ternyata pelanggan Kafe Al-Fatih belum menjadikan kehalalan produk sebagai pertimbangan utama, melainkan hanya berdasarkan selera dan harga. Akan tetapi pelanggan Kafe Al-Fatih menganggap bahwa Kafe Al-Fatih sangat peduli terhadap maslahah dalam melayani pelanggannya dan menjaga kehalalan produknya.

Keywords

• customer loyalty, concern for maslahah, al-fatih cafe