PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN CAFE THE BROS DI KOTA MALANG

This was study aims to Cafe the Bros malang determine and analyze the effect of service quality on customer loyalty through customer satisfaction at Cafe the Bros Malang. The data used is primary data. The sample in this study were cafe customers totaling 98 people who were taken using purposive sampling technique. Data collection techniques using questionnaires and data analysis techniques using a range of scales, classical assumption test and path analysis. The results of the scale range indicate that the service quality at Cafe the Bros is in the good category, the level of customer satisfaction and loyalty is in the high category. The results of path analysis show that service quality and customer satisfaction have an effect on customer loyalty. The service quality variable has an effect on customer satisfaction. The results of the mediation test show that customer satisfaction can mediate the effect of service quality and customer loyalty