PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS PELANGGAN DENGAN STORE ATMOSPHERE SEBAGAI MODERASI (Studi Pada Pelanggan Café Trijata Koffie Kota Malang)

The culinary industry, particularly cafés, is experiencing rapid growth and has become one of the most competitive sectors in Malang City. The emergence of numerous new cafés has intensified the competition to attract customers, where service quality, pricing, and store atmosphere play crucial roles in fostering customer loyalty. Customer loyalty, essential for business sustainability, is often influenced by consumer experiences regarding service, perceived value, and a supportive atmosphere. This study aims to analyze the impact of service quality and pricing on customer loyalty, with store atmosphere as a moderating variable. Data were collected through questionnaires distributed to 250 respondents who are customers of Trijata Koffie, a café with a classic and industrial design concept. The Moderated Regression Analysis (MRA) and Hypothesis Testing revealed that service quality and pricing positively and significantly impact customer loyalty. Store atmosphere also significantly strengthens the influence of service quality and pricing on customer loyalty. These findings emphasize the importance of a comfortable and supportive café atmosphere in creating positive customer experiences. The results of this study are expected to serve as a guide for Trijata Koffie and similar businesses in improving service quality, setting competitive prices, and creating a unique café atmosphere to retain and enhance customer loyalty.