Pengaruh Service Quality dan Customer Experience terhadap Customer Loyalty pada Oryza Cafe & Gelato di Blitar

This research attempts to describe the level of customer loyalty and to analyze the effect of service quality and customer experience on customer loyalty at Oryza Café & Gelato in Blitar. Purposive sampling was used to identify 135 respondents who are Oryza Café & Gelato clients for this study's quantitative survey method. The analysis of the data was done using scale range analysis to describe customers’ perceptions of service quality, customer experience, and customer loyalty, while hypothesis testing was performed using multiple linear regression analysis with the assistance of SPSS software. The outcomes of the scale range analysis indicate that customers perceive the service quality and customer experience at Oryza Café & Gelato as good and demonstrate a high level of customer loyalty. Additionally, the multiple linear regression analysis's findings demonstrate that customer loyalty is positively and significantly impacted by both service quality and customer experience, both partially and simultaneously. These findings indicate that consistent service quality and positive customer experiences play an important role in encouraging repeat visits, strengthening brand preference, and increasing customers’ willingness to recommend the café to others.