Pengaruh Kualitas Layanan, Brand Image, dan Harga Terhadap Loyalitas Pelanggan di Kedai Cafe “Titik Balik” Jember Melalui Mediasi Kepuasan Konsumen

Abstract

Background this research is a theoretical study by discussing the role of consumer satisfaction on the ability of the marketing mix strategy by Kotler and Armstrong. The marketing mix strategy proposed by Kotler and Armstrong consists of 8 methods. This article only discusses 3 variables by showing their influence on customer loyalty by mediating consumer satisfaction variables. The proposed research design adapts to the research objective of analyzing the mediating role of consumer satisfaction on the effect of cafe service quality, price, and brand image on customer loyalty. The research design that is suggested later to other researchers is a quantitative study which uses a minimum sample of 100 respondents with data analysis using path analysis assisted by classical assumption tests and Sobel tests and checking the influence between variables with the triming method. This study aims to provide suggestions for further research using existing methods using the new theoretical basis proposed by Kotler and Armstrong where they mention a new marketing strategy called the Marketing Mix Strategy. In addition, this theoretical study is carried out to provide new contributions to research on the basis of phenomena and conditions that exist around the researcher. The results showed that there was a significant effect of cafe service quality on “Titik Balik” Jember café customer loyalty. There was no significant effect of price on “Titik Balik” Jember café customer loyalty. There is a significant effect of cafe service quality on consumer satisfaction in enjoying coffee at the “Titik Balik” cafe in Jember, there is a significant effect in price on consumer satisfaction in enjoying coffee at the “Titik Balik” cafe in Jember, there is a significant effect of brand image on consumer satisfaction in enjoying coffee in the “Titik Balik” café. Balik” Jember, there is a significant effect of consumer satisfaction on customer loyalty of the Jember “Titik Balik” café, there is no significant effect of Café Service Quality on Customer Loyalty through the mediation of Jember “Titik Balik” Café Consumer Satisfaction, there is a significant effect of Price on Customer Loyalty through the mediation of Satisfaction Consumer cafe “Turning Point” Jember, there is a significant effect of Brand image on Customer Loyalty through the mediation of Consumer Satisfaction in the Jember Café "Titik Balik".