Pengaruh Kualitas Pelayanan Kepada Keunggulan Bersaing Melalui Kepuasan Pelanggan Sebagai Variabel Intervening di Cafe Bento Mataram

I Gusti Ayu Ketut Ratna  Widari; Bunga Putri Kirana; Julia Ratnasari  Indakaka; Anovita Ade  Kantara

doi:10.69657/82038214

Authors

I Gusti Ayu Ketut Ratna Widari Universitas Bumigora Author
Bunga Putri Kirana Universitas Bumigora Author
Julia Ratnasari Indakaka Universitas Bumigora Author
Anovita Ade Kantara Universitas Bumigora Author

DOI:

https://doi.org/10.69657/82038214

Keywords:

Competitive Advantage, Customer Satisfaction, Intervening Variable, Service Quality

Abstract

This study aims to analyze the effect of service quality on competitive advantage through customer satisfaction as an intervening variable at Cafe Bento Mataram. A quantitative causal associative method was applied, with data collected from 31 respondents using purposive sampling. The data were analyzed using SEM-PLS (SmartPLS). The findings reveal that service quality does not have a direct significant effect on competitive advantage (p-value = 0.103). However, service quality has a positive and significant effect on customer satisfaction (p-value = 0.000), and customer satisfaction significantly influences competitive advantage (p-value = 0.000). The indirect effect test confirms that customer satisfaction acts as a full mediator in the relationship between service quality and competitive advantage (p-value = 0.000). Therefore, service quality alone cannot directly create competitive advantage, but must first enhance customer satisfaction to achieve optimal competitive outcomes.

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