PERAN KEPUASAN PELANGGAN MEMEDIASI PENGARUH PERCEIVED VALUE TERHADAP LOYALITAS PELANGGAN PADA KONSUMEN WARUNG KOPI BHINEKA

Abstrak

This study aims to determine the role of customer satisfaction in mediating the effect of perceived value on customer loyalty. Purposive sampling is used with 100 respondents who had visited the Bhineka Coffee Shop more than once. The data analysis methods used are descriptive statistical analysis, path analysis and sobel test. The results indicate that all hypotheses are accepted. Perceived Value has a positive and significant effect on the Customer Satisfaction variable, the Perceived Value variable has a positive and significant effect on the Customer Loyalty, the Customer Satisfaction has a positive and significant effect on the Customer Loyalty, and the Customer Satisfaction is able to significantly mediate the effect of Perceived Value on Customer Loyalty. The implication of this research is to provide suggestions and input to the manager of the Bhineka Coffee Shop to always provide good Perceived Value and Satisfaction to consumers so that consumers will have a Loyal attitude towards Bhineka Coffee Shop. Keywords:Perceived Value, Customer Loyalty, Customer Satisfaction