PENGARUH NILAI YANG DIRASAKAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN KEDAI KOPI “KOPI KENANGAN” DI KOTA MALANG)

This study aims to analyze the effect of perceived value on customer loyalty among Kopi Kenangan customers in Malang City, with customer satisfaction as a mediating variable. Data were collected through a survey of 110 Kopi Kenangan customers in Malang City using purposive sampling. The data analysis technique used was structural equation modelling (SEM) with the help of SmartPLS 4 application. The results show that perceived value has a positive effect on customer loyalty. Perceived value has a positive effect on customer satisfaction. Customer satisfaction also has a positive effect on customer loyalty. Customer satisfaction was proven to mediate the effect of perceived value on customer loyalty. Theoretically, this study reinforces the understanding that perceived value not only has a direct impact on loyalty but is more effective through increased customer satisfaction. Practically, these findings emphasize the importance of creating a high-value consumption experience through product quality, store atmosphere and price suitability to increase satisfaction and strengthen customer loyalty. The results of this study emphasize that increasing perceived value and customer satisfaction are key to maintaining the sustainability of Kopi Kenangan customer loyalty amid increasingly competitive coffe industry competition.