PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan Café Love Garden Di Kabupaten Bojonegoro)

This study aims to analyze the influence of service quality on customer loyalty with customer satisfaction as a mediating variable at Café Love Garden in Bojonegoro. The research uses a quantitative approach with a purposive sampling technique. Data were collected from 120 respondents using a questionnaire with a Likert scale. Data analysis was conducted using Structural Equation Modeling (SEM) based on
Partial Least Square (PLS) with the SmartPLS 3.0 application. The results of the study indicate that service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on customer loyalty, and service quality also significantly affects customer loyalty both directly and indirectly through customer satisfaction as a mediating variable.