PROPOSED MARKETING STRATEGY TO INCREASE CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION OF ROSO LAWAS CAFE AND RESTAURANT PEKANBARU

• Main Author: Putri Adelia, Shinthia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71245
• Institution: Institut Teknologi Bandung

Roso Lawas Café & Restaurant may be facing a decrease in sales revenue because customer loyalty and satisfaction. To address these issues, the company will need to develop a strategy that addresses the root causes of the decline in sales and customer satisfaction. This may involve analyzing the market, identifying the needs of the target customer base, and developing a plan to differentiate the company from its competitors in order to attract and retain customers. In order to find business solutions that will resolve the issues facing Roso Lawas Cafe & Restaurant, a SWOT analysis was conducted to identify the company’s strengths, weaknesses, opportunities, and threats. Based on this analysis, it was determined that the best course of action for the company would be to change its TOWS strategy in order to better align with the needs of the target market. This could be achieved through the implementation of a revised service marketing mix. By taking these steps, the company will be better able to attract and loyalty customers, ultimately leading to an increase in sales revenue and customer satisfaction. This study aimed to understand the connection among 7P marketing mix, customer satisfaction and customer loyalty to retain customer. The data was analysis using PLS-SEM and distributed to 205 respondents who had ate or used the services of Roso Lawas Café & Restaurant. Based on the results, there are 4 variables (Product, People, Process, Physical Evidence) for the purpose of influencing customer satisfaction and should be part of Roso Lawas Marketing Mix Strategy. Also from the finding, customer satisfaction has a significant influence on customer loyalty. Therefore, there are several proposed strategies based on the marketing mix analysis findings.