Pengaruh Kualitas Layanan, Kepuasan, Nilai Emosional dan Nilai yang Dirasakan Terhadap Loyalitas pada Kopi Janji Jiwa Di Surabaya

Competition in the culinary business is currently very much a concern. Starting from a variety of snacks and the world of coffee. One of them is the Promise Jiwa Coffee Shop in Surabaya. Promise Jiwa Coffee has a variety of marketing concepts that are applied, ranging from attractive decorations, attractive menu presentations, and has a service that has a characteristic. This research raises the title related to the effect of service quality, satisfaction, emotional value and perceived value on loyalty to Kopi Jiwa Jiwa in Surabaya. Respondents in this study were 97 respondents obtained through questionnaires distributed to customers of the Promise Jiwa Coffee Shop in Surabaya. Researchers have determined the taking of respondents who live in the Surabaya area by using purposive sampling technique. In this study, the analytical technique used is partial least squares (PLS) with the structural equation modeling (SEM) method. The results of the analysis in this study indicate that Satisfaction (KP) has a significant positive effect on Loyalty (LY) on Promised Jiwa coffee in Surabaya and can be verified. Service Quality (LY) has a significant positive effect on the Emotional Value (NE) of Promised Jiwa coffee in Surabaya which is accepted and can be verified. The Emotional Value (NE) has a significant positive effect on Loyalty (LY) on the Promised Jiwa coffee in Surabaya which is accepted and can be verified. The Perceived Value (ND) has a significant positive effect on Loyalty (LY) on the Promised Jiwa coffee in Surabaya which is accepted and can be verified. Keywords: Effect of Service Quality, Satisfaction, Emotional Value, Perceived Value, Loyalty, Kopi Janji Jiw