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November 24, 2024Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499Open Access

Variabel Anteseden Loyalitas Pelanggan Cafe

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Authors

AAAsnawati AsnawatiTanjungpura UniversityTHTetra HidayatiMulawarman UniversityMRM. Alwan RosyidiMulawarman University

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Implication

Quantitative survey reveals customer satisfaction mediates quality effects on loyalty among cafe patrons, indicating satisfaction is essential for repeat patronage.

Key Points

  • To examine how product and service quality influence customer satisfaction and subsequently drive customer loyalty in a cafe setting.
  • Conducted a quantitative explanatory survey with N=110 randomly selected patrons who visited Café Mercusuar at least twice.
  • Evaluated direct and mediated structural relationships between quality, satisfaction, and loyalty using partial least squares structural equation modeling (SEM-PLS).
  • Product quality and service quality showed positive and statistically significant effects on customer satisfaction, which in turn significantly increased customer loyalty.
  • Direct effects of product quality and service quality on customer loyalty were non-significant, demonstrating that customer satisfaction fully mediates the relationship.

Cite This Study

Asnawati et al. (2024) studied this question.

synapsesocial.com/papers/6a19f9c1196cd56b09eafd9ehttps://doi.org/10.47747/snfmi.v2i1.2435
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