PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN (Studi Pada Pelanggan Coffee Shop Fore di Kota Malang)

The purpose of this study is to determine the effect of service quality and brand image on customer loyalty mediated by customer satisfaction at Fore Coffee. The research method used is quantitative research. The population in this study are Fore Coffee consumers in Malang City. The sample in this study consists of 160 consumers. Data collection techniques were conducted through observation and questionnaires. The data analysis methods used were scale range and path analysis assisted by SEMPLS software. The results of this study indicate that service quality has a positive and significant effect on customer loyalty, brand image has a positive and significant effect on customer loyalty, and service quality has a positive and significant effect on customer satisfaction. Customer satisfaction mediates the effect of service quality on customer loyalty, and customer satisfaction mediates the effect of brand image on customer loyalty.