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Mega Aktiva: Jurnal Ekonomi dan Manajemen
Published by Universitas Muhammadiyah Kendari
ISSN : 20861974     EISSN : 26545780     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Mega Aktiva: Jurnal Ekonomi dan Manajemen dengan ISSN 2086-1974 (Print) dan ISSN 2654-5780 (Online) adalah jurnal peer-review yang diterbitkan oleh Fakultas Ekonomi dan Bisnis Islam Universitas Muhammadiyah Kendari serta terbit 2 kali dalam setahun yakni pada bulan April dan Agustus. Mega Aktiva: Jurnal Ekonomi dan Manajemen menerima artikel penelitian (Diutamakan) dan artikel konseptual mengenai masalah ekonomi dan manajemen. Harap baca dan pahami pedoman penulis secara menyeluruh.
Arjuna Subject : -
Articles 100 Documents
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DETERMINAN PENENTUAN NILAI PROPERTI DI KOTA KENDARI Nurhasanah Nurhasanah; Hairudin Bugis; Al Asy Ari Adnan Hakim
Mega Aktiva Vol 12, No 1 (2023): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v12i2.764

Abstract

ABSTRACTThis study aims to explore the factors that determine the value of residential properties in Kendari City. The type of research used is quantitative with an exploratory design. The population of the study consists of all residential properties in Kendari City, which are infinite in nature, with the sample determined using a convenience sampling technique totaling 39 housing units of type 36. The research data consist of primary data, namely direct observations related to the physical size of the property, as well as secondary data obtained from documentation and mapping through Google Maps. Data collection methods were carried out using questionnaires and documentation, while data analysis employed Exploratory Factor Analysis (EFA), which included validity and reliability tests, KMO, Bartlett’s Test, and factor rotation. The results of the study show that out of 13 variables tested, 9 variables met the requirements for factor analysis, and from the analysis, 3 main factors determining property value in Kendari City were identified: (1) distance factor, which includes distance to markets, health services, and educational facilities; (2) room size factor, which includes the size of the living room and bathroom; and (3) land potential and property area factor, which includes side land surplus, land area, building age, and the number of schools around the location. These findings affirm that property value is multidimensional and influenced by a combination of spatial, structural, and environmental factors.
EKSPLORASI DETERMINAN FINANCIAL WELL-BEING PADA IBU RUMAH TANGGA Wa Suriati; Sitti Zakiah Ma’mun; Muhammad Sofian Maksar
Mega Aktiva Vol 14, No 2 (2025): Agustus
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i2.816

Abstract

Penelitian ini bertujuan untuk mengidentifikasi keterkaitan antara financial management behaviour, financial literacy, locus of control dan financial stress terhadap financial well-being. Penelitian ini merupakan penelitian kuantitatif dengan desain penelitian menggunakan survey research. Metode pengumpulan data menggunakan kuesioner yang disebarluaskan kepada ibu rumah tangga di Kota Kendari dengan metode purposive sampling yakni sebanyak 95 orang ibu rumah tangga. Metode analisis data pada penelitian ini menggunakan analisis regresi linear berganda. Berdasarkan hasil penelitian ditemukan bahwa : (1) financial literacy berpengaruh positif dan tidak signifikan terhadap financial well-being; (2) financial management behaviour, locus of control berpengaruh positif dan signifikan terhadap financial well-being; (3) financial stres berpengaruh negatif dan tidak signifikan terhadap financial well-being.This study aims to examine the relationship between financial management behaviour, financial literacy, locus of control, and financial stress and financial well-being. This research employed a quantitative approach using a survey research design. Data were collected through questionnaires distributed to 95 housewives in Kendari City, selected using a purposive sampling technique. The data were analyzed using multiple linear regression analysis. The results indicate that: (1) financial literacy has a positive but insignificant effect on financial well-being; (2) financial management behaviour and locus of control have positive and significant effects on financial well-being; and (3) financial stress has a negative but insignificant effect on financial well-being.
FAKTOR-FAKTOR YANG MEMENGARUHI KINERJA PEGAWAI: STUDI PADA DINAS KEPENDUDUKAN DAN PENCATATAN SIPIL KABUPATEN MUNA Ridwan Nasrum
Mega Aktiva Vol 14, No 1 (2025): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk mengetahui pendidikan, pelatihan dan job description terhadap kinerja pegawai Dinas Kependudukan dan Pencatatan Sipil Kabupaten Muna. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian eksplonatori. Populasi pada penelitian keseluruhan pegawai pada lingkup Dinas Kependudukan dan Pencatatan Sipil Kabupaten Muna. Dimana keseluruhan populasi pada penelitian ini dipilih sebagai sampel penelitian. Adapun metode analisis adalah analisis regresi linear berganda yang diolah menggunakan SPSS. Berdasarkan hasilnya ditemukan bahwa (1) pendidikan berpengaruh positif dan tidak signifikan terhadap kinerja pegawai; (2) pelatihan berpengaruh positif dan signifikan terhadap kinerja pegawai; dan (3) job description berpengaruh positif dan signifikan terhadap pegawai.This study aims to determine the effect of education, training, and job description on the performance of employees at the Department of Population and Civil Registration of Muna Regency. This research is quantitative with an explanatory research design. The population in this study consists of all employees within the Department of Population and Civil Registration of Muna Regency, all of whom were selected as research samples. The analytical method used is multiple linear regression analysis processed with SPSS. The results show that (1) education has a positive but insignificant effect on employee performance; (2) training has a positive and significant effect on employee performance; and (3) job description has a positive and significant effect on employee performance. 
PERAN STRESS MINDSET SEBAGAI MEDIASI DALAM PENGARUH SELF-EFFICACY TERHADAP COPING STYLES PADA PERAWAT DI RSUD KABUPATEN BOMBANA Ika Safitri; Eliyanti A Mokodompit; Selvi Diliyanti Rizki
Mega Aktiva Vol 14, No 2 (2025): Agustus
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i2.824

Abstract

This study examines the effect of self-efficacy on coping style with stress mindset as a mediating variable among nurses at Bombana Regional General Hospital. A quantitative approach with an explanatory survey design was employed. The study involved 120 married nurses, all of whom were selected using a census sampling technique. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that self-efficacy does not have a significant direct effect on coping style but has a positive and significant effect on stress mindset. Furthermore, stress mindset has a positive and significant effect on coping style and fully mediates the relationship between self-efficacy and coping style. These results indicate that nurses' confidence in their abilities does not directly promote adaptive coping strategies; instead, it first shapes how they perceive and interpret stress. Therefore, hospital management should integrate self-efficacy enhancement programs with interventions that foster an adaptive stress mindset to strengthen nurses' coping abilities in managing workplace stress. ABSTRAKPenelitian ini bertujuan menganalisis pengaruh self-efficacy terhadap coping style dengan stress mindset sebagai variabel mediasi pada perawat di RSUD Kabupaten Bombana. Penelitian menggunakan pendekatan kuantitatif dengan desain survei eksplanatori. Populasi penelitian berjumlah 120 perawat yang telah berkeluarga dan seluruhnya dijadikan sampel melalui teknik sensus. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa self-efficacy tidak berpengaruh signifikan terhadap coping style, tetapi berpengaruh positif dan signifikan terhadap stress mindset. Selanjutnya, stress mindset berpengaruh positif dan signifikan terhadap coping style serta terbukti memediasi secara penuh hubungan antara self-efficacy dan coping style. Temuan ini menunjukkan bahwa keyakinan diri perawat belum mampu secara langsung membentuk strategi coping yang adaptif, melainkan terlebih dahulu memengaruhi cara perawat memaknai stres. Oleh karena itu, rumah sakit perlu mengembangkan program peningkatan self-efficacy yang diintegrasikan dengan pembentukan stress mindset adaptif untuk memperkuat kemampuan coping perawat dalam menghadapi tekanan kerja
Minat Investasi Mahasiswa di Pasar Modal: Pengaruh Literasi Keuangan, Kemajuan Teknologi Informasi, dan Modal Minimal Cahya Pratiwi; Sitti Zakiah Ma'mun; Fithriah Napu
Mega Aktiva Vol 13, No 1 (2024): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v13i1.820

Abstract

This study aims to examine the effect of financial literacy, information technology advancement, and minimum capital on students’ investment interest in the capital market among Management students of FEBI, Universitas Muhammadiyah Kendari. This research employs a quantitative approach with an explanatory research design. The population of this study consists of all active students in the Management Study Program of FEBI UM Kendari, specifically cohorts 2021–2024, totaling 1,024 students. The sample size was determined using the Slovin formula with a 10 percent margin of error, resulting in 91 respondents. The data were analyzed using multiple linear regression with the assistance of SPSS 22.0. The results of the study indicate that: (1) financial literacy, information technology advancement, and minimum capital simultaneously have a significant effect on investment interest; (2) financial literacy has a positive and significant effect on investment interest; (3) information technology advancement has a positive and significant effect on investment interest; and (4) minimum capital has a positive and significant effect on investment interest.ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh literasi keuangan, kemajuan teknologi informasi dan modal minimal terhadap minat investasi di Pasar Modal pada Mahasiswa Manjamen FEBI UM Kendari. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian explanatory research. Populasi pada penelitian ini adalah keseluruhan mahasiwa aktif pada prodi manajemen FEBI UM Kendari terkhusus angkatan 2021-2024 yakni sebanyak 1024. Penentuan sampel menggunakan rumus slovin dengan tingkat kesalahan 10 persen, sehingga besaran jumlah sampel adalah 91 orang responden. Metode analisis data pada penelitian ini menggunakan analisis regresi linear berganda yang diolah menggunakan SPSS 22.0. Berdasarkan hasil penelitian ditemukan bahwa : (1) literasi keuangan, kemajuan teknologi informasi dan modal minimal berpengaruh signifikan secara simultan terhadap minat investasi; (2) literasi keuangan berpengaruh positif dan signifikan terhadap minat investasi; (3) kemajuan teknologi informasi berpengaruh positif dan signifikan terhadap minat investasi; dan (4) modal minimal berpengaruh positif dan signifikan terhadap minat investasi.
STRATEGI PEMASARAN DIGITAL AYAM GEPREK WARBOX DI KABUPATEN KOLAKA Adi, Yudistira; Sukotjo, Endro; Hamid, Nisrina
Mega Aktiva Vol 14, No 2 (2025): Agustus
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i2.825

Abstract

The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to optimize digital marketing strategies to enhance their business competitiveness. This study aims to analyze the implementation of digital marketing strategies and identify the challenges and obstacles encountered by Ayam Geprek Warbox in Kolaka Regency. This study employed a qualitative approach with a descriptive research design. The research informant was the owner of Ayam Geprek Warbox, who was purposively selected due to direct involvement in all digital marketing activities. Data were collected through in-depth interviews and documentation and analyzed using the Miles and Huberman interactive model, consisting of data collection, data reduction, data display, and conclusion drawing. The findings indicate that Warbox has implemented digital marketing by utilizing social media platforms such as WhatsApp, Facebook, and Instagram, which are aligned with the characteristics of local consumers, enabling effective and low-cost communication. However, the implementation remains constrained by unstructured and inconsistent content creation, low customer engagement, limited human resources with digital marketing competencies, and the absence of data-driven performance evaluation. The study concludes that digital marketing has contributed positively to the business development of Warbox. Nevertheless, optimizing its effectiveness requires strengthening human resource capabilities, developing more structured content planning, increasing customer engagement, and implementing analytics-based evaluation to support more effective digital marketing strategies.ABSTRAK Perkembangan teknologi digital telah mendorong pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mengoptimalkan strategi pemasaran digital sebagai upaya meningkatkan daya saing usaha. Penelitian ini bertujuan untuk menganalisis implementasi strategi pemasaran digital serta mengidentifikasi hambatan dan tantangan yang dihadapi Ayam Geprek Warbox di Kabupaten Kolaka. Penelitian menggunakan pendekatan kualitatif dengan desain deskriptif. Informan penelitian adalah pemilik Ayam Geprek Warbox yang dipilih secara purposive karena berperan langsung dalam seluruh aktivitas pemasaran digital. Pengumpulan data dilakukan melalui wawancara mendalam dan dokumentasi, sedangkan analisis data menggunakan model Miles dan Huberman yang meliputi pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi pemasaran digital Warbox telah memanfaatkan platform media sosial seperti WhatsApp, Facebook, dan Instagram yang disesuaikan dengan karakteristik konsumen lokal sehingga mampu menciptakan komunikasi yang efektif dan berbiaya rendah. Namun, implementasinya masih menghadapi berbagai kendala, seperti konten pemasaran yang belum terencana dan konsisten, rendahnya interaksi pelanggan, keterbatasan sumber daya manusia yang menguasai digital marketing, serta belum diterapkannya evaluasi berbasis data. Penelitian ini menyimpulkan bahwa pemasaran digital telah memberikan kontribusi terhadap pengembangan usaha Warbox, tetapi optimalisasi strategi memerlukan peningkatan kompetensi sumber daya manusia, penyusunan konten yang lebih terstruktur, peningkatan engagement pelanggan, serta penerapan evaluasi berbasis analitik untuk meningkatkan efektivitas pemasaran digital.
PENGARUH ENTREPRENEURIAL LEADERSHIP TERHADAP INNOVATIVE WORK BEHAVIOR YANG DIMEDIASI OLEH CREATIVE SELF-EFFICACY PADA KARYAWAN USAHA KULINER DI KOTA KENDARI Hildayanti Hildayanti; Zulkifli Zulkifli; Selvi Diliyanti Rizky
Mega Aktiva Vol 13, No 1 (2024): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v13i1.821

Abstract

This study aims to examine the effect of entrepreneurial leadership on innovative work behavior with creative self-efficacy as a mediating variable among employees of Bang Awal Culinary Business in Kendari City. This research is a quantitative study with an exploratory research design. The study was conducted in Kendari City with the unit of analysis being 74 employees of Bang Awal Culinary Business. The entire population was taken as the research sample. The data were analyzed using multivariate analysis with the SEM-PLS method. The results revealed that: (1) entrepreneurial leadership has a positive and significant effect on innovative work behavior; (2) entrepreneurial leadership has a positive but not significant effect on creative self-efficacy; (3) creative self-efficacy has a positive and significant effect on innovative work behavior; and (4) creative self-efficacy does not significantly mediate the effect of entrepreneurial leadership on innovative work behavior among employees of Bang Awal Culinary Business in Kendari City. ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh entrepreneurial leadership terhadap innovative work behavior dengan creative self-efficacy sebagai mediasi pada karyawan Usaha Kuliner Bang Awal di Kota Kendari. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian eksplonatori. Penelitian ini dilaksanakan di Kota Kendari dengan unit analisis adalah karyawan usaha kuliner Bang Awal yakni sebanyak 74 orang karyawan. Pada penelitian ini keseluruhan sampel populasi diambil sebagai sampel penelitian. Adapun metode analisis adalah analisis multivariate menggunakan SEM-PLS. Berdasarkan hasilnya ditemukan bahwa : (1) entrepreneurial leadership berpengaruh positif dan signifikan terhadap innovative work behaviour; (2) entrepreneur Leadership berpengaruh positif dan tidak signifikan terhadap creative self-efficacy; (3) creative self-efficacy berpengaruh positif dan siginifikan terhadap innovative work behaviour dan (4) creative self-efficacy tidak signifikan dalam memediasi pengaruh entrepreneur leadership terhadap innovative work behaviour pada karyawan usaha kuliner Bang Awal di Kota Kendari.
PENGARUH HEURISTIC BIAS TERHADAP KEPUTUSAN INVESTOR YANG DIMEDIASI SENTIMEN INVESTOR (STUDI KASUS INVESTOR YANG TERDAFTAR DI GALERI INVESTASI KOTA KENDARI) Ririn Lestari; Muhammad Yusuf; Murini Murini
Mega Aktiva Vol 14, No 2 (2025): Agustus
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i2.826

Abstract

This study aims to examine the influence of availability bias and representativeness bias on investment decisions, with investment sentiment serving as a mediating variable among investors registered at Investment Galleries in Kendari City. This research is quantitative in nature and employs an exploratory research design. Data were collected through questionnaires distributed to investors at Investment Galleries in five universities in Kendari City. A purposive sampling technique was applied, resulting in a sample of 208 respondents. The data were analyzed using multivariate analysis with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The findings reveal that: (1) availability bias has a negative and insignificant effect on investment decisions; (2) representativeness bias has a positive and significant effect on investment decisions; (3) investment sentiment has a positive and significant effect on investment decisions; (4) availability bias has a positive and significant effect on investment sentiment; (5) representativeness bias has a positive and significant effect on investment sentiment; (6) investment sentiment significantly mediates the relationship between availability bias and investment decisions; and (7) investment sentiment significantly mediates the relationship between representativeness bias and investment decisions among investors registered at Investment Galleries in Kendari City.ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh availability bias dan representativeness bias terhadap keputusan investasi dengan sentimen investasi sebagai variabel mediasi pada Investor yang terdaftar di Galeri Investasi Kota Kendari. Penelitian ini adalah penelitian kuantitatif dengan desain penelitian eksplonatori. Penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner yang disebarluaskan kepada investor Galeri Investasi di 5 perguruan tinggi Kota Kendari. Pada penelitian ini, teknik purposive sampling digunakan dengan besaran jumlah sampel adalah sebanyak 208 orang responden. Adapun metode analisis adalah analisis multivariate menggunakan SEM-PLS. Berdasarkan hasilnya ditemukan bahwa : (1) availability bias berpengaruh negatif dan tidak signifikan terhadap keputusan investasi; (2) representativeness bias berpengaruh positif dan signifikan terhadap keputusan investasi; (3) sentimen investasi berpengaruh positif dan signifikan terhadap keputusan investasi; (4) availability bias berpengaruh positif dan signifikan terhadap sentimen investasi; (5) representativeness bias berpengaruh positif dan signifikan terhadap  sentimen investasi; (6) sentimen investasi berpengaruh signifikan dalam memediasi pengaruh antara availability bias terhadap keputusan investasi dan (7) sentimen investasi berpengaruh signifikan dalam memediasi pengaruh antara reprsentativeness bias terhadap keputusan investasi pada investor di Galeri Investasi Kota Kendari.
DETERMINAN KEPUTUSAN ADOPSI SERTIFIKASI HALAL PADA USAHA MILIK MUSLIM: PERAN CUSTOMER DEMAND DAN EXPECTATION FOR HIGHER REVENUE Rio Rio; Al Asy Ari Adnan Hakim; Zulkifli Zulkifli
Mega Aktiva Vol 14, No 1 (2025): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i1.822

Abstract

This study aims to examine the influence of consumer demand and expectation for higher revenue on the decision to adopt halal certification among Muslim business owners in Kendari City. This research employed a quantitative approach using a survey research design with an exploratory approach. Data were collected through questionnaires distributed to Muslim business owners in Kendari City selected using a purposive sampling technique, resulting in a total of 155 respondents. The data were analyzed using multivariate analysis through Partial Least Squares Structural Equation Modeling (SEM-PLS). The findings reveal that: (1) consumer demand has a positive but insignificant effect on the decision to adopt halal certification; and (2) expectation for higher revenue has a positive and significant effect on the decision to adopt halal certification among Muslim business owners in Kendari City.ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh consumer demand dan expectation for higher revenue terhadap keputusan menggunakan sertifikat halal pada pelaku usaha muslim di Kota Kendari. Penelitian ini merupakan penelitian kuantitatif dengan desain penelitian menggunakan survey research dan pendekatan eksplonatori. Data pada penelitian ini dikumpulkan melalui penyebaran kuesoner kepada pelaku usaha muslim di Kota Kendari yang dipilih menggunakan purposive sampling yakni sebanyak 155 orang responden. Adapun metode analisis adalah analisis multivariate menggunakan SEM-PLS. Berdasarkan hasilnya ditemukan bahwa : (1) consumer demand berpengaruh positif dan tidak signifikan terhadap keputusan menggunakan sertifikat halal; dan (2) expectation for higher revenue berpengaruh positif dan signifikan terhadap keputusan menggunakan sertifikat halal pada pelaku usaha muslim di Kota Kendari.
PENGARUH CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI MEDIASI : STUDI KASUS PADA COFFEE SHOP DI KOTA KENDARI Fadjar Nurcahyo; Waode Maratun Shaleha; Muhammad Rizaldi Makmur
Mega Aktiva Vol 14, No 1 (2025): April
Publisher : Universitas Muhammadiyah Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32833/majem.v14i1.823

Abstract

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.

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