PENGARUH KUALITAS PELAYANAN DAN KUALITAS PELANGGAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Pelanggan Coffee Shop CEMARA MALANG)

This study aims to analyze the influence of service quality and customer satisfaction
on customer loyalty at Coffee Shop Cemara Malang. The research is based on the
importance of maintaining customer loyalty in the highly competitive coffee shop
industry, where service quality and customer satisfaction are key factors
influencing loyalty. The study uses a quantitative approach with an explanatory
research design. A total of 120 respondents who are customers of Coffee Shop
Cemara were selected using purposive sampling. The research instrument was a
questionnaire using a Likert scale, and data analysis was performed using path
analysis with SPSS software. The results indicate that service quality has a positive
and significant impact on customer satisfaction and customer loyalty. Customer
satisfaction also has a positive and significant impact on customer loyalty.
Moreover, customer satisfaction is clearly proven to mediate the relationship
between service quality and customer loyalty. This finding shows that improving
service quality enhances customer satisfaction, which in turn increases customer
loyalty to Cemara Café Malang.