PENGARUH CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI : STUDI KASUS PADA COFFEE SHOP DI KOTA KENDARI

Fadjar Nurcahyo (Universitas Muhammadiyah Kendari)
Waode Maratun Shaleha (Universitas Muhammadiyah Kendari)
Muhammad Rizaldi Makmur (Universitas Muhammadiyah Kendari)

Mega Aktiva: Jurnal Ekonomi dan Manajemen
Vol 14, No 1 (2025): April

This study aims to examine the effect of customer experience on customer loyalty with customer satisfaction as a mediating variable at Ziola Pyur Coffee Shop in Kendari City. This research employed a quantitative approach with an exploratory research design. Data were collected through questionnaires distributed to customers of Ziola Pyur Coffee Shop using a purposive sampling technique. The sample consisted of 155 respondents selected based on the minimum sample size approach. The data were analyzed using multivariate analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that: (1) customer experience has a positive and significant effect on customer loyalty; (2) customer experience has a positive and significant effect on customer satisfaction; (3) customer satisfaction has a positive and significant effect on customer loyalty; and (4) customer satisfaction significantly mediates the relationship between customer experience and customer loyalty at Ziola Pyur Coffee Shop in Kendari CityABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh customer experience terhadap customer loyalty dengan customer satisfaction sebagai variabel mediasi pada Ziola Pyur Coffee Shop di Kota Kendari. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian eksplonatori. Data pada penelitian ini dikumpulkan melalui penyebaran kuesioner yang dilakukan kepada konsumen Ziola Pyur Coffee Shop dengan teknik purposive sampling. Adapun besaran jumlah sampel adalah sebanyak 155 orang sampel yang dipilih menggunakan minimum sample size. Adapun metode analisis adalah analisis multivariate menggunakan SEM-PLS. Berdasarkan hasilnya ditemukan bahwa : (1) customer experience berpengaruh positif dan signifikan terhadap customer loyalty; (2) customer experience berpengaruh positif dan signifikan terhadap customer satisfaction; (3) customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty; (4) customer satisfaction signifikan dalam memediasi pengaruh antara customer experience terhadap customer loyalty pada Ziola Pyur Coffee Shop di Kota Kendari.