ANALISIS PERAN CUSTOMER SATISFACTION DALAM MEMEDIASI PENGARUH PERCEIVED VALUE DAN PERCEIVED ENJOYMENT TERHADAP CUSTOMER LOYALTY

This study aims to analyze the role of customer satisfaction in mediating the influence of perceived value and perceived enjoyment on customer loyalty of Buttonscarves customers in Surabaya. The research method used is a quantitative approach with a purposive sampling technique. Data were collected through questionnaires distributed to Buttonscarves customers who had made more than one purchase and obtained a sample of 254 respondents. The data analysis technique used Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that perceived value and perceived enjoyment had a positive and significant effect on customer satisfaction. In addition, customer satisfaction also has a positive effect on customer loyalty and is proven to mediate the relationship between perceived value and perceived enjoyment with customer loyalty. These findings confirm that customer satisfaction plays an important role in increasing customer loyalty of Buttonscarves in Surabaya. Therefore, Buttonscarves needs to increase the perceived value and customer pleasure in the shopping experience to maintain customer loyalty.