<![CDATA[ABSTRACT The increasingly competitive coffee shop industry requires businesses to maintain customer loyalty, particularly among Generation Z, which represents Tomoro Coffee's largest market segment and is more likely to switch brands. This study aims to examine the effects of product quality, price fairness, and electronic word of mouth (e-WOM) on customer loyalty, with customer satisfaction serving as a mediating variable among Tomoro Coffee customers in Surabaya. A quantitative approach employing an explanatory research design was used. The study involved 120 respondents selected through purposive sampling, consisting of Generation Z customers who had purchased Tomoro Coffee at least twice and had been exposed to online reviews of the brand. Data were collected using a Likert-scale questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The findings indicate that product quality and price fairness have positive and significant effects on both customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. In contrast, e-WOM does not significantly influence either customer satisfaction or customer loyalty. Furthermore, customer satisfaction does not mediate the relationships between product quality, price fairness, or e-WOM and customer loyalty. These findings suggest that Generation Z customer loyalty is driven more by direct experiences with product quality and price fairness than by information obtained through digital media. Therefore, Tomoro Coffee should prioritize improving product quality and maintaining appropriate pricing strategies to strengthen long-term customer loyalty. ABSTRAK Persaingan industri coffee shop yang semakin kompetitif menuntut perusahaan untuk mempertahankan loyalitas pelanggan, terutama Generasi Z yang memiliki kecenderungan mudah berpindah merek. Penelitian ini bertujuan menganalisis pengaruh kualitas produk, kesesuaian harga, dan electronic word of mouth (e-WOM) terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi pada pelanggan Tomoro Coffee di Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Sampel penelitian terdiri atas 120 responden yang dipilih menggunakan teknik purposive sampling, yaitu pelanggan Generasi Z yang telah melakukan pembelian Tomoro Coffee minimal dua kali dan pernah melihat ulasan mengenai Tomoro Coffee melalui media digital. Data dikumpulkan menggunakan kuesioner berskala Likert dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas produk dan kesesuaian harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan maupun loyalitas pelanggan. Kepuasan pelanggan juga terbukti berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Sebaliknya, e-WOM tidak berpengaruh signifikan terhadap kepuasan maupun loyalitas pelanggan. Selain itu, kepuasan pelanggan tidak mampu memediasi pengaruh kualitas produk, kesesuaian harga, maupun e-WOM terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa loyalitas pelanggan Generasi Z lebih dipengaruhi oleh pengalaman langsung terhadap kualitas produk dan kesesuaian harga dibandingkan informasi dari media digital. Oleh karena itu, Tomoro Coffee perlu memprioritaskan peningkatan kualitas produk dan penetapan harga yang sesuai sebagai strategi utama dalam mempertahankan loyalitas pelanggan.]]>
