Pengaruh Customer Experience, Brand Image, dan Service Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi pada Kanara House Coffee & Eatery Pemalang

Dyah Ayu Verawati; Arif Budiharjo

doi:10.61132/lokawati.v4i6.2942

Authors

Dyah Ayu Verawati Institut Teknologi dan Bisnis ADIAS Pemalang
Arif Budiharjo Institut Teknologi dan Bisnis ADIAS Pemalang

DOI:

https://doi.org/10.61132/lokawati.v4i6.2942

Keywords:

Brand Image, Customer Experience, Customer Loyalty, Customer Satisfaction, Service Quality

Abstract

This study examines the effects of customer experience, brand image, and service quality on customer loyalty, with customer satisfaction as a mediating variable, at Kanara House Coffee & Eatery Pemalang. The study was motivated by the intensifying competition among coffee shops in Pemalang Regency and by the challenge of retaining loyal customers in a market where satisfied visitors frequently engage in variety-seeking behaviour. A quantitative causal-associative design was applied to 120 respondents drawn from an unknown population of visitors, selected through purposive sampling with the criteria of being at least 17 years old and having transacted at least twice within the previous three months. Data were collected through a five-point Likert questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The measurement model satisfied convergent validity, discriminant validity, and reliability criteria, while the structural model produced R-square values of 0.395 for customer satisfaction and 0.225 for customer loyalty, with positive Q-square values indicating adequate predictive relevance. The results show that customer experience significantly influences both customer satisfaction and customer loyalty, service quality significantly influences customer loyalty but not customer satisfaction, and brand image influences neither. Customer satisfaction significantly influences customer loyalty and mediates the effects of customer experience and service quality on loyalty, but does not mediate the effect of brand image. These findings suggest that management should treat experiential design and service delivery as the primary levers of loyalty, while re-evaluating the way brand identity is communicated to local consumers.

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