PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi pada Pelanggan CW Coffee Malang)

The purpose of this research is to determine service quality, customer satisfaction and customer loyalty, to test and analyze the influence of service quality on customer loyalty, the influence of service quality on customer satisfaction, the influence of customer satisfaction on customer loyalty and customer satisfaction mediates the influence of service quality on customer loyalty. This type of research is quantitative research with a descriptive approach with a sample size of 160 samples. The data analysis technique uses path analysis. The results of the research can be seen as good service quality, high customer satisfaction and high customer loyalty. Service quality influences customer loyalty. Service quality influences customer satisfaction. Customer satisfaction influences customer loyalty, and customer satisfaction mediates the influence of service quality on customer loyalty.