"THE DYNAMICS OF CUSTOMER SATISFACTION AT UP COFFEE & DESSERT IN MEDAN CITY: A LITERATURE REVIEW OF SERVICE QUALITY AND CONSUMER EXPERIENCE"

Abstrak

Penelitian ini bertujuan untuk menganalisis Dinamika Kepuasan Pelanggan pada Up Coffee & Dessert Kota Medan: Kajian Literatur mengenai Kualitas Pelayanan dan Pengalaman Konsumen.  Meningkatnya jumlah kedai kopi di Kota Medan telah mendorong persaingan yang semakin ketat, sehingga pelaku usaha dituntut untuk memahami kebutuhan dan harapan pelanggan secara lebih mendalam. Penelitian ini menggunakan metode studi literatur dengan menganalisis 27 artikel ilmiah yang diterbitkan pada rentang tahun 2019–2026. Data diperoleh melalui proses identifikasi, seleksi, klasifikasi, dan sintesis berbagai hasil penelitian yang berkaitan dengan kepuasan pelanggan pada industri coffee shop. Hasil analisis menunjukkan bahwa kualitas pelayanan, kualitas produk, persepsi harga, suasana toko (store atmosphere), lokasi, pengalaman pelanggan, nilai pelanggan, citra merek, serta cita rasa merupakan faktor utama yang memengaruhi tingkat kepuasan pelanggan. Dari berbagai variabel tersebut, kualitas pelayanan dan kualitas produk menjadi faktor yang paling dominan dalam membentuk persepsi pelanggan terhadap suatu coffee shop. Selain itu, suasana yang nyaman, harga yang sesuai dengan kualitas produk, serta pengalaman pelanggan yang positif juga berkontribusi dalam meningkatkan kepuasan dan loyalitas pelanggan. Temuan penelitian ini diharapkan dapat menjadi dasar bagi Up Coffee & Dessert dalam menyusun strategi pemasaran, meningkatkan kualitas pelayanan, serta memperkuat daya saing di tengah perkembangan industri kopi di Kota Medan.

This study investigates the dynamics of customer satisfaction at Up Coffee & Dessert in Medan City through a literature review focusing on service quality and consumer experience. The rapid growth of coffee shops in Medan has intensified market competition, compelling business owners to gain a more comprehensive understanding of customer needs and expectations. This study employed a literature review approach by examining 27 scholarly articles published between 2019 and 2026. Data were collected through the processes of identification, selection, classification, and synthesis of previous studies related to customer satisfaction in the coffee shop industry. The findings reveal that service quality, product quality, price perception, store atmosphere, location, customer experience, customer value, brand image, and taste are the key determinants of customer satisfaction. Among these factors, service quality and product quality emerged as the most influential variables affecting customers' perceptions and evaluations of coffee shops. Furthermore, a comfortable environment, appropriate pricing strategies, and positive customer experiences were found to contribute significantly to customer satisfaction and loyalty. This study provides practical insights for Up Coffee & Dessert in developing effective marketing strategies, enhancing service quality, and strengthening its competitive position amid the continuous growth of the coffee industry in Medan City. In addition, the findings contribute to the broader body of knowledge concerning consumer behavior and customer satisfaction within the food and beverage industry.