<![CDATA[This study examines the effects of service quality and price on customer loyalty, focusing on the mediating role of customer satisfaction among Point Coffee consumers in Malang. Using a cross-sectional design, primary data were collected in May 2026 from 150 respondents selected via multistage sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results indicate that service quality and price exert direct, positive, and significant effects on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction significantly mediates the relationship between service quality and customer loyalty, but fails to mediate the link between price and customer loyalty. These findings suggest that in a high-convenience, grab-and-go retail framework, price competitiveness directly drives repeat purchases independently of prior affective evaluations. Future research should integrate digital technology variables, test alternative mediators like brand trust, and adopt longitudinal designs to capture dynamic loyalty shifts.]]>
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