PENGARUH CUSTOMER EXPERIENCE DAN SERVICE QUALITY TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada The Praja Coffee & Resto)

Abstract

This study aims to determine the effect of customer experience and service quality on customer loyalty with customer satisfaction as an intervening variable at The Praja Coffee & Resto. The data used in this study are primary data and quantitative research methods with a sample of 102 respondents. using a sampling technique in the form of accidental sampling. Data was collected by sending a questionnaire link that was sent online to respondents. The data were analyzed using the IBM SPSS application. The results showed that customer experience and service quality variables had a positive and significant effect on customer loyalty and customer satisfaction. The customer satisfaction variable also has a significant positive effect on the customer loyalty variable. The customer satisfaction variable is able to mediate the customer experience and service quality variables on the customer loyalty variable.