Pengaruh Kualitas Produk, Harga, Dan kualitas Pelayanan Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Variabel Intervening Di Cafe FORE COFFEE

Lalu Agung  Fathurrahman; Marsela  Zaliyani; Alisa  Alhumairah; Farhanul  Helmi; Yunda  Patmayanti

doi:10.69657/gy6qy259

Authors

Lalu Agung Fathurrahman Universitas Bumigora Author
Marsela Zaliyani Universitas Bumigora Author
Alisa Alhumairah Universitas Bumigora Author
Farhanul Helmi Universitas Bumigora Author
Yunda Patmayanti Author

DOI:

https://doi.org/10.69657/gy6qy259

Keywords:

Price, Customer Satisfaction, Service Quality, Product Quality, Consumer Loyalty

Abstract

The rapid growth of the culinary industry has led to intense competition among cafes, requiring business operators to build consumer loyalty through product quality, pricing, and service quality. This study aims to analyze the influence of product quality, price, and service quality on consumer loyalty, with customer satisfaction serving as an intervening variable at Fore Coffee. This research employs a quantitative method using a causal associative approach. Primary data were collected through questionnaires distributed to 32 respondents selected via purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The measurement model (outer model) results confirmed that the required thresholds for outer loading (> 0.5), Cronbach’s Alpha (> 0.7), and Average Variance Extracted (AVE) (> 0.5) were met, although challenges were identified regarding the square root of AVE and multicollinearity (VIF). Structural model testing shows that price has a significant effect on customer satisfaction, and customer satisfaction has a significant effect on consumer loyalty. Indirectly, customer satisfaction was proven to play a strong mediating role in the relationship between price and consumer loyalty. However, product quality and service quality showed no significant effect either directly or indirectly within this model. The findings of this study confirm the importance of managing pricing strategies and improving satisfaction to secure consumer loyalty.

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