ANALISA CUSTOMER VALUE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Waroeng Spesial Sambal Cabang Purwokerto)

This research was based on the comptitive business condition in restaurant business that was getting more competitive, therefore the corporates had to make a new marketing strategy to stay and achieve he higher market. This research aimed to test the effect of customer value and customer experience toward customer loyalty with customer satisfaction as intervening variable. The data were gained by questionnaire method to the 110 respondent of waroeng spesial sambal cabang purwokerto with purposive sampling. The result of the research showed that not all of the hypotheses could not be accapted. Out of the 5 (five) hypotheses accepted hypotheses. The result of H1, H2, H3 showed that customer value and customer experience partialy and simultane affected significantly of the customer experience to customer loyalty. Sobel test showed that from both variables customer value and customer experience proved that customer vaue and customer experience had mediated effect. Key words: customer value, customer experiece, customer satisfaction, customer loyalt