PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS YANG DIMEDIASI KEPUASAN PELANGGAN (Studi Pada Pelanggan Harmoni Café & Resto Di Kota Malang)

The culinary industry in Indonesia is growing rapidly, especially in major cities like Malang. This study aims to analyze the influence of price and service quality on customer loyalty, with customer satisfaction as a mediating variable, among customers of Harmoni Café & Resto in Malang City. This study used a quantitative method with a purposive sampling technique on 150 respondents who had visited the restaurant more than twice. The data collection instrument used a questionnaire with a Likert scale, and the analysis was conducted through path analysis using SPSS. The results showed that price and service quality have a positive and significant effect on customer satisfaction, and customer satisfaction significantly mediates the effect of price and service quality on loyalty. This indicates that customer satisfaction plays a significant role in strengthening the relationship between independent variables and customer loyalty. Therefore, companies need to focus on improving service quality and adjusting prices in a balanced manner to maintain customer loyalty.