The effect of experience quality on customer loyalty mediated by emotion: A study on ethnic restaurant consumers in Malang City

The food and beverage industry is one of the industries driving the economy in Indonesia, which will always grow and stay alive. This research will look at aspects influencing consumer behavior regarding dining places. This research uses experience quality as an independent variable that affects customer loyalty, with emotion and perceived authenticity as mediating variables. This research is categorized as explanatory research. Respondents in this research were consumers who had visited Ethnic Restaurants in Malang City, and the determination of the number of samples in this research used a purposive sampling technique with a total sample of 200 respondents. The data collection method used a questionnaire and the data were analyzed by PLS-SEM. The findings of this research indicate that experience quality and emotion have a significant effect on customer loyalty. Emotion also plays a role in mediating the relationship between experience quality and customer loyalty. Meanwhile, perceived authenticity has no significant effect on customer loyalty and cannot mediate the relationship between experience quality and customer loyalty