Analisis Pengalaman Konsumen Ditinjau dari Kualitas Pelayanan, Promosi Instagram, dan Lokasi: Studi Kualitatif di Kwasong Café
DOI:
https://doi.org/10.31004/riggs.v4i4.3945Keywords:
Kualitas Pelayanan, lokasi cafe, pengalaman konsumen, promosi instagram, studi kualitatifAbstract
Penelitian ini bertujuan menganalisis pengalaman konsumen berdasarkan tiga determinan utama, yaitu kualitas pelayanan, promosi Instagram, dan lokasi café dengan menggunakan pendekatan kualitatif deskriptif. Data diperoleh melalui wawancara mendalam terhadap 8 informan yang terdiri dari pelanggan Kwasong Café dan satu informan ahli dari pihak manajemen. Proses analisis dilakukan secara tematik untuk mengidentifikasi pola-pola pengalaman konsumen secara komprehensif. Hasil penelitian menunjukkan bahwa kualitas pelayanan yang responsif, ramah, serta konsisten menjadi faktor utama pembentuk kepuasan dan loyalitas pelanggan. Pelayanan yang baik tidak hanya memenuhi kebutuhan fungsional, tetapi juga menciptakan ikatan emosional antara pelanggan dan merek. Selain itu, strategi promosi Instagram yang kreatif, interaktif, dan berkelanjutan terbukti mampu meningkatkan keterlibatan pelanggan dan menarik minat kunjungan ulang melalui konten visual dan pemanfaatan fitur digital. Lokasi café yang mudah diakses, nyaman, dan mendukung aktivitas bersantai semakin memperkuat keputusan pembelian ulang, meskipun masih ditemukan kendala terkait visibilitas lokasi dan keterbatasan fasilitas parkir. Secara teoretis, penelitian ini menegaskan adanya sinergi antara kualitas pelayanan, promosi digital, dan lokasi sebagai determinan utama pembentukan pengalaman positif konsumen dalam industri kuliner. Secara praktis, temuan ini memberikan rekomendasi bagi pengelola café untuk meningkatkan pelatihan pelayanan, memperkuat strategi pemasaran digital berbasis Instagram, serta mengoptimalkan fasilitas dan branding lokasi untuk meningkatkan daya saing bisnis. Penelitian ini juga turut memperkaya literatur mengenai pengalaman konsumen pada era digital dan media sosial.
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Copyright (c) 2025 Stefany Felicia Teguh, Hartzen Fritz Tjahjono, Irra Chrisyanti Dewi
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