Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

Student as a Customer Loyalty in Coffee Shop

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  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341515,
        author={Citai Eri Ayuningtyas and Yunda Maymanah Rahmadewi and Retty  Ikawati},
        title={Student as a Customer Loyalty in Coffee Shop },
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={coffee shop customer loyalty student},
        doi={10.4108/eai.2-8-2023.2341515}
    }
    
  • Citai Eri Ayuningtyas
    Yunda Maymanah Rahmadewi
    Retty Ikawati
    Year: 2024
    Student as a Customer Loyalty in Coffee Shop
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341515
Citai Eri Ayuningtyas1,*, Yunda Maymanah Rahmadewi1, Retty Ikawati1
  • 1: Universitas Ahmad Dahlan
*Contact email: cita.eri@culinary.uad.ac.id

Abstract

This study aimed to discovered a picture of student loyalty as cafes customers seen from 4 aspects: the intention to revisit, the intention to invite others to come to the cafe, the intention to recommend the cafe, and the intention to buy food and drinks at the cafe. The design of this study was survey research in which the questioner was filled out by google form. This study held in 2022, involved 124 students as subjects by voluntary sampling technique. Customer loyalty was divided into four aspects of action, namely the intention to repurchase food and drinks there, the intention to suggest others, the intention to visit the place again and the intention to invite others to come there. Of the four aspects, most subjects agreed with the aspects asked (>50%). Even >20% of subjects chose the answer strongly agree.