Characteristics of Consumers Who are Loyal in Buying Food Product at Cafe Pelangi Ambon City

Putri Nabila Alhabsyi; Martha  Turukay; Tienni Mariana  Simanjorang

doi:10.55927/ijis.v3i11.12267

Authors

Putri Nabila Alhabsyi Pattimura University
Martha Turukay Pattimura University
Tienni Mariana Simanjorang Pattimura University

DOI:

https://doi.org/10.55927/ijis.v3i11.12267

Keywords:

Consumer Characteristics, Consumer Loyalty, Food Products, Cafe Pelangi, Ambon City

Abstract

This study aims to determine the characteristics of consumers who are loyal in buying food products at Cafe Pelangi in Ambon City. The research method used in this research is descriptive analytic. The sampling technique used was purposive sampling technique so that 70 respondents were obtained. The results showed that the majority of loyal consumers at Cafe Pelangi are men aged 30-49 years with high school and bachelor education levels, predominantly self-employed with middle to upper income. In addition, high frequency of visits, satisfaction with food products, and a comfortable atmosphere are the main factors that influence consumer loyalty. The results of this study provide important implications for Cafe Pelangi in designing more targeted marketing strategies, such as developing new menus that suit the preferences of loyal consumers and improving service quality

Downloads

Download data is not yet available.

References

Darsana, I. M., Rahmadani, S., Salijah, E., Akbar, A. Y., Bahri, K. N., Amir, N. H., ... & Nugroho, A. (2023). Marketing strategy. Intellectual Manifes Media.

Fajri, S., Malik, D., Wahyudi, H., & Yulihardi, Y. (2022, October). The Effect of Product Reputation and Consumer Trust on Buying Interest in Wardah Cosmetics Study on the People of Padang City. In SIMBA: Management, Business, and Accounting Innovation Seminar (Vol. 4).

Ferrinadewi, E., & Djati, S. P. (2004). Efforts to achieve customer loyalty in human resources perspective. Journal of management and entrepreneurship, 6(1), 15-26.

Mardiah, A., & Anugrah, H. (2020). The influence of shopping orientation, trust, and purchase experience on online repurchase intention. Menara Ilmu: Journal of Research and Scientific Studies, 14(2).

Mardiana, S. (2013). The role of marketing communication in shaping consumer behavior. LONTAR: Journal of Communication Science, 2(2).

Mujiono, F. V. S. (2018). Analysis of the influence of halal labeling, income and product prices on consumer preferences in purchasing decisions for imported food products. Scientific Journal of FEB Students, 6(2).

Putra, R. (2021). Determination of Customer Satisfaction and Customer Loyalty towards Product Quality, Brand Image and Price Perception (Literature Review of Marketing Management). Journal of Information Systems Management Economics, 2(4), 516-524.

Setiawan, P. Y. B., Fudholi, A., & Satibi, S. (2016). The effect of marketing mix on product customer satisfaction and Loyalty. Journal of Management and Pharmacy Practice, 6(2), 115-124.

Sularso, H. (2018). Analysis of income, education and number of family members on broiler meat consumption patterns in Sei Asam Village, Kapuas Regency. Journal of Tropical Animal Science, 6(2), 48-51.