PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN DAN PENGALAMAN PELANGGAN SEBAGAI MEDIASI (Studi Pada Warunk WOW KWB Malang)

This study analyzes the effect of service quality on customer loyalty with
customer satisfaction and customer experience as mediation (study at
Warung WoW KWB Malang). This study uses questionnaire data from a
sample of 246 respondents with a purposive sampling technique using
judgment sampling. This study is a quantitative descriptive study with a
survey method. The instrument tests used include validity and reliability
tests. The data analysis method used is scale range analysis and multiple
linear regression and hypothesis testing using the t test, F test and Sobel
test to test mediation. The results of the hypothesis testing show: 1) Service
quality has a significant effect on customerloyalty; 2) Customersatisfaction
has a significant effect on customer loyalty; 3) Customer experience has a
significant effect on customer loyalty; 4) Service quality has a significant
effect on customer satisfaction; 5) Service quality has a significant effect on
customer experience; 6) Customer satisfaction mediates the effect of service
quality on customer loyalty; 7) Customer experience mediates the effect of
service quality on customer loyalty.