PENGARUH KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI DI WARUNG KOPI LANGGENG PAK IS

Customer loyalty has become a critical success factor for small coffee shop businesses, especially in today’s increasingly competitive food and beverage industry. This study investigates the influence of product quality, price, and location on customer loyalty, with customer satisfaction as a mediating variable. The primary variables in this study include product quality, price, and location (independent variables); customer satisfaction (mediating variable); and customer loyalty (dependent variable). It is hypothesized that customer satisfaction significantly mediates the relationship between these independent variables and loyalty. A quantitative research approach was used, involving 157 respondents who were customers of Warung Kopi Langgeng Pak Is. Data collection was conducted via a structured questionnaire, and the analysis employed path analysis and the Sobel test. The findings show that product quality, price, and location significantly affect customer satisfaction. In turn, customer satisfaction has a significant impact on customer loyalty. Additionally, product quality and location have a direct influence on loyalty, while satisfaction plays a mediating role in the relationship between location and loyalty. The study concludes that improving product quality and choosing strategic locations enhance customer satisfaction, which in turn fosters stronger loyalty. Pricing strategies, although not directly influencing loyalty, remain crucial through their effect on satisfaction. This research supports the S-O-R (Stimulus-Organism-Response) framework in understanding consumer behavior in small-scale coffee businesses.