The Influence of Customer Recommendation, Rating, and Experience on Mosslife Coffee: Can Satisfied Customers Become Loyal?

The coffee industry is one of the sectors that is experiencing sustained growth in Indonesia, with coffee shops being among the swiftly expanding businesses in the country. Given the increasing prominence and transformation of the coffee shop industry into a highly competitive sector, this study attempts to ascertain the impact of customer experience, ratings, and recommendations on customer loyalty through customer satisfaction. 282 of the 326 surveys that participants mailed in total were found to be valid. Non-probability Purposive sampling approaches are used in this study. Descriptive analysis was used in research projects along with hierarchical regression analysis utilizing SPSS data processing software for additional data analysis. The results of the hierarchical analysis show that consumer ratings, recommendations, and experience all have a major impact on consumer loyalty. Nevertheless, the moderation effect of customer satisfaction on the relationship between consumer recommendations, ratings, and experience on customer loyalty is not supported by the research findings, indicating that this effect is not statistically significant. The findings of this study indicate that customer recommendations, ratings, and experiences at Mosslife Coffee have a significant impact on customer loyalty to Mosslife Coffee. Similarly, customer satisfaction has a notable influence on customer loyalty; however, it does not moderate the correlation between recommendations, ratings, and customer experiences with loyalty at Mosslife Coffee.