PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN DAN PENGALAMAN PELANGGAN SEBAGAI MEDIASI PADA KAFE JEMBLUNG MALANG

This research aims to determine the effect of service quality on customer loyalty and its relationship with customer satisfaction and experience at the Jemblung Cafe, Malang. Data was collected through a questionnaire survey of 250 customers selected from Jemblung Cafe customers in Malang using a purposive sampling method. The results of the analysis through path analysis and t test show that: service quality has a positive and significant effect on customer loyalty, service quality does not have a positive and significant effect on satisfaction, service quality has a negative and significant effect on customer satisfaction. In terms of customer experience, customer satisfaction has a positive and significant effect on customer loyalty. Customer experience does not have a positive and significant effect on customer loyalty, customer satisfaction does not function as a mediator between service quality and customer loyalty, customer experience also does not function as a mediator between service quality and customer loyalty.