PENGARUH WORD OF MOUTH, PENGALAMAN KONSUMEN, DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN PADA LOOPI HOOPI

The influence of word of mouth, customer experience, and service quality on customer loyalty at Loopi Hoopi Malang is the subject of this study. This research is based on the increasing competition in the culinary industry in Malang City, which requires businesses to maintain and improve customer loyalty. In this study, a quantitative approach was used along with a survey. Data were collected through a closed-ended questionnaire to 120 Loopi Hoopi customers. Accidental sampling was the sampling method used. To evaluate the influence between variables, data analysis was conducted using SEM-PLS analysis. The results showed that consumer experience, word of mouth, and service quality all had a positive and significant impact on customer loyalty.