Service quality and customer satisfaction of local coffee shops in Camarines Sur (original) (raw)
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The International Journal of Business & Management
Introduction The Gross Domestic Product (GDP) of the Creative Economy created in 2016 amounted to 922.59 trillion rupiah. The GDP of the creative economy grew by 4.95%. In 2016 the creative economy contributed 7.44% to the total national economy. The creative economy in Indonesia experiences good growth and one of the industries that most influences growth is the creative economy in Indonesia is the culinary industry. The culinary industry is increasingly stretching and the highest support for the creative economy in Indonesia. Based on data from the Creative Economy Agency (Bekraf) of the Republic of Indonesia, the culinary subsector contributed 41.4% of the total contribution of the creative economy of Rp 922 trillion in 2016. This number was the highest compared to the other 16 sub-sectors in Bekraf RI. Creative industry contributions are based on data from 8.2 million units of creative industry units, 68% of which are in the culinary industry. In the growth of the Creative Economy in Indonesia, it can be seen that the Subsector of the Era with Highest Income 2016 is the culinary industry with total income of Rp 382 trillion. The cafe business potential continues to experience significant growth. Cafe is a favorite location for meeting arenas, meetings and just gathering and relaxing together with friends as part of people's lifestyles. In fact, it is very easy to find several cafes in the corners of the big city of Indonesia. The phenomenon then gave birth to new terms among adolescents to business people, namely the term "Ngafe". The term "Ngafe" refers to the invitation to carry out activities more than just drinking coffee or tea at the Cafe. The development of business in the field of FnB (Food and Beverage) at this time has developed very rapidly and has experienced a continuous metamorphosis. Every business actor in the business category is required to have sensitivity to any changes that occur and place an orientation to customer satisfaction as the main goal and increase profits (Kotler and Keller, 2009). There are developments and opportunities for food and beverage business so this encourages the emergence of various types of Cafe businesses, one of which is Cafe Harmony. This effort arose because of the promising opportunities in the cafe business and the high level of interest in Nganjuk Regency. Cafe Harmony is a cafe that is addressed at Jl. Gatot Subroto 05 Tanjunganom Nganjuk and open every day from 10.00 WIB to 24.00 WIB. Cafe Harmony started its business in 2014. The menu available at Cafe Harmony consists of various types of coffee which are the mainstay menu. Cafe Harmony not only serves a variety of coffee drinks, but also provides a variety of beverage menus such as tarro, bubble gum frappe, oreo cookies, red velvet and a number of others, besides that there is a food menu that can be ordered from mild to heavy foods, such as chiken barbecue, burger, spaghetti, and several other menus. Based on the description above regarding perceptions of product quality, price, and cafe atmosphere at Cafe Harmony the authors are interested in researching more about product quality, price, and cafe atmosphere at Cafe Harmony as a marketing strategy in increasing customer satisfaction and customer loyalty. So the author took the study