PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN MEDIASI KEPUASAN PELANGGAN CFC (CALIFORNIA FRIED CHICKEN) MALANG

This research aims to test the influence of product quality and service quality on customer satisfaction and customer loyalty, to test customer satisfaction on customer loyalty, and to test customer satisfaction mediating the influence of product quality and service quality on customer loyalty. This research used an accidental sampling technique of 385 respondents who purchased and consumed CFC Matos Mall food or drinks during August-September 2023, and used path analysis and Sobel tests. The results of this research show that product quality has a positive and significant effect on customer satisfaction and customer loyalty, service quality has a positive and insignificant effect on customer satisfaction, and service quality has a negative and insignificant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction mediates the influence of product quality on customer loyalty, and customer satisfaction does not mediate the influence of service quality on customer loyalty.