PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN KEDAI KOPI MAMBOE KOPI YOGYAKARTA YANG DIMEDIASI OLEH KEPUASAN PELANGGAN

Abstract

This study aims to analyze the influence of product quality on customer loyalty, as well as test the role of customer satisfaction as a mediating variable in the relationship. The research was conducted at the Mamboe Kopi Coffee Shop located in Yogyakarta by involving 150 respondents as a sample. The results of the study show that product quality directly has a significant effect on customer loyalty with a coefficient value of B of 0.306. In addition, mediation testing through customer satisfaction variables also yielded significant findings. Customer satisfaction was shown to have an effect on loyalty, and although product quality remained significant, the value of the B coefficient decreased from 0.306 to 0.185 after including the customer satisfaction variable. This indicates that customer satisfaction partially mediates the effect of product quality on customer loyalty. These findings highlight the importance of customer satisfaction as a strategic factor in building loyalty in the coffee shop industry. 

Keywords: Product Quality, Customer Satisfaction, Customer Loyalty, Mediation