PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Pada Pelanggan Coffee Shop Kopeen di Malang)

This study aims to examine the effect of price and service quality on customer satisfaction that encourages customer loyalty studies at the coffee shop Kopeen in Malang. The type of research in this study is a qualitative research with purposive sampling technique with 100 respondents. The data source in this study is the primary data source obtained by distributing questionnaires with the measurement of the data used, namely the Likert scale. In this research, the data analysis technique used is path analysis with t test and mediation test. In this study using SPSS 25.0 for the calculation tool, with partial test results showing that price and service quality have a significant effect on customer loyalty, while the results of mediation analysis show that customer satisfaction has a positive effect on customer loyalty, so this study explains that the mediating variable, namely the customer satisfaction variable, can be an intermediary between the price and service quality variables on customer loyalty