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Abstract

Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran, kualitas pelayanan, dan pengelolaan hubungan pelanggan terhadap kepuasan konsumen pada Café Mai Mena. Fokus penelitian diarahkan untuk memahami bagaimana ketiga variabel tersebut secara simultan maupun parsial berkontribusi dalam membentuk kepuasan konsumen di sektor usaha kecil menengah (UMKM) kafe.


Metode Penelitian: Penelitian ini menggunakan pendekatan kuantitatif dengan instrumen kuesioner yang disebarkan kepada konsumen Café Mai Mena. Data dianalisis dengan uji validitas, reliabilitas, dan analisis regresi untuk menguji pengaruh simultan maupun parsial dari variabel independen terhadap kepuasan konsumen.


Hasil dan Pembahasan: Hasil penelitian menunjukkan bahwa strategi pemasaran, kualitas pelayanan, dan pengelolaan hubungan pelanggan secara simultan berpengaruh signifikan terhadap kepuasan konsumen. Namun, secara parsial, ketiga variabel tersebut tidak memberikan pengaruh signifikan. Temuan ini mengindikasikan bahwa kepuasan konsumen terbentuk melalui sinergi antara strategi pemasaran, standar pelayanan, dan pengelolaan hubungan pelanggan, bukan dari peran tunggal masing-masing variabel.


Implikasi: Penelitian ini menekankan pentingnya integrasi strategi pemasaran, pelayanan, dan CRM secara holistik untuk meningkatkan kepuasan konsumen. Implikasi praktisnya, UMKM perlu merancang strategi terpadu yang tidak hanya menjaga kualitas pelayanan, tetapi juga memperkuat promosi serta membangun hubungan jangka panjang dengan pelanggan.

Keywords

strategi pemasaran kualitas pelayanan pengelolaan hubungan pelanggan kepuasan konsumen

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How to Cite
Alfarizil, H., Subhan, E. S., & Hermasnyah, H. (2025). Analisis Pengaruh Strategi Pemasaran, Kualitas Pelayanan dan Pengelolaan Hubungan Pelanggan terhadap Kepuasan Konsumen pada UMKM Cafe Mai Mena. Advances in Management & Financial Reporting, 3(3), 1009–1028. https://doi.org/10.60079/amfr.v3i3.623
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