PERAN CUSTOMER EXPERIENCE DALAM MEMEDIASI STORE ATMOSPHERE, HARGA, DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA QDA CAFE DI KOTA TIMIKA

Talia Srimuliani (Program Studi Ekonomi Pembangunan, Institut Jambatan Bulan, Timika)
Muh. Sabir (Program Studi Ekonomi Pembangunan, Institut Jambatan Bulan, Timika)

Jurnal Ekonomi dan Bisnis (Jebi)
Vol. 4 No. 4 (2026): Jurnal Ekonomi dan Bisnis (Jebi)

This study aims to determine the role of customer experience in mediating the effects of store atmosphere, price, and trust on customer loyalty at QDA Cafe in Timika City. The study employs a causal-associative method to examine the relationships between variables and utilizes interviews, questionnaires, and literature reviews for data collection. Path analysis, conducted using SPSS version 25, serves as the analytical tool for hypothesis testing. The partial analysis results indicate that store atmosphere, price, and trust have a positive and significant impact on customer experience. Furthermore, store atmosphere, trust, and customer experience positively and significantly influence customer loyalty, whereas price has a negative and significant impact on customer loyalty. The path analysis results also demonstrate that customer experience plays a significant mediating role in the influence of store atmosphere, price, and trust on customer loyalty at QDA Cafe in Timika City.