Analisis Pengaruh Servicescape dan Kepuasan Konsumen Terhadap Loyalitas Pelanggan Pada Kafe Heliac Jalan Perhubungan, Kec. Percut Sei Tuan, Medan

Putri Enjelita Munthe (Universitas Negeri Medan)
Kustoro Budiarta (Universitas Negeri Medan)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen

This study aims to analyze the Influence of Servicescape and Consumer Satisfaction on Customer Loyalty at Heliac Cafe, Jalan Perhubungan, Kec. Percut Sei Tuan, Medan. Servicescape is a concept that refers to the physical environment and facilities where services are provided, and how the environment affects customer perceptions and experiences, while Consumer Satisfaction is the feeling or perception of consumers after receiving the service they receive, whether it is good or not, appropriate or not. The research method uses a quantitative approach. The population in this study were all consumers who had visited the heliac cafe with a sample size of 130 respondents taken using the purposive sampling technique. The data analysis used is Path Analysis. Research data were collected using a questionnaire. With a cronbach alpha servicescape reliability of 0.902, consumer satisfaction of 0.861, and customer loyalty of 0.820. The results of the study show that: (1) There is a positive and significant influence between servicescape and customer satisfaction; (2) There is a positive and significant influence between servicescape and customer loyalty; (3) There is a positive and significant influence between customer satisfaction and customer loyalty; (4) There is a positive and significant influence between servicescape and customer loyalty through customer satisfaction.