Understanding Customer Loyalty Through Customer Satisfaction (The Case of Coffee Shop Industry in Kediri City)
Abstract
Penelitian ini bertujuan untuk menguji pengaruh kualitas layanan dan kewajaran harga terhadap loyalitas pelanggan coffee shop di Kota kediri dan apakah kepuasan pelanggan mampu mediasi hubungan kualitas layanan dan kewajaran harga terhadap loyalitas pelanggan. Metode analisis data yang digunakan adalah structural equation modeling-partial least squares (SEM-PLS). Jumlah responden adalah 140 orang. Teknik pengambilan sampel dalam penelitian ini dengan metode quota sampling. Pada penelitian ini menemukan bahwa kualitas layanan dan kewajaran harga memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan coffee shop di Kota Kediri. Secara peranan mediasi, kepuasan pelanggan terbukti memediasi secara penuh (full mediation) pengaruh kualitas layanan dan kewajaran harga terhadap loyalitas pelanggan coffee shop di Kota Kediri. Hal ini terjadi karena kualitas layanan dan kewajaran harga secara tidak signifikan berpengaruh positif terhadap loyalitas pelanggan.
Kata Kunci : Kualitas Layanan, Kewajaran Harga, Kepuasan Pelanggan, Loyalitas Pelanggan
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DOI: https://doi.org/10.37531/sejaman.v5i1.2104
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