Electronic Theses and Dissertation

Abstract in the business world, attracting customers is not an easy thing. however, the quality of service and islamic branding provided by warung kupi nanggroe in banda aceh play an important role in attracting customers. this study aims to test and analyze the effect of service quality and islamic branding on customer loyalty through customer satisfaction at kupi nanggroe, banda aceh. in addition, this study also investigates the mediating effect of customer satisfaction. respondents were selected using the non-probability sampling technique. questionnaires were distributed to selected samples and analyzed using the statistical package for the social sciences (spss) tool. the results of the study indicate that the variables of service quality, islamic branding, and customer satisfaction partially and simultaneously have a significant effect on customer loyalty at kupi nanggroe, banda aceh. the variable of customer satisfaction significantly mediates the effect of service quality and islamic branding on customer loyalty at warung kupi nanggroe banda aceh. this study provides benefits for kupi nanggroe in improving service quality and strengthening islamic branding to increase customer loyalty. keyword: service quality, islamic branding, customer satisfaction, customer loyalty  

ABSTRAK Dalam dunia bisnis, menarik hati pelanggan bukanlah hal yang mudah. Namun, kualitas pelayanan dan islamic branding yang diberikan oleh Warung Kupi Nanggroe di Banda Aceh memainkan peran penting dalam menarik minat pelanggan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas pelayanan dan islamic branding terhadap loyalitas pelanggan melalui kepuasan pelanggan di Kupi Nanggroe, Banda Aceh. Selain itu, penelitian ini juga menyelidiki efek mediasi dari kepuasan pelanggan. Responden dipilih menggunakan teknik Non-Probability Sampling. Kuesioner disebarkan kepada sampel yang terpilih dan dianalisis menggunakan perangkat Statistical Package for the Social Sciences (SPSS). Hasil penelitian menunjukkan bahwa variabel kualitas pelayanan, islamic branding, dan kepuasan pelanggan secara parsial maupun simultan berpengaruh signifikan terhadap loyalitas pelanggan Kupi Nanggroe, Banda Aceh. Adapun variabel kepuasan pelanggan memediasi secara signifikan pengaruh kualitas pelayanan dan islamic branding terhadap loyalitas pelanggan pada warung kupi nanggroe Banda Aceh Penelitian ini memberikan manfaat bagi Kupi Nanggroe dalam meningkatkan kualitas pelayanan dan memperkuat islamic branding untuk meningkatkan loyalitas pelanggan. Kata kunci: Kualitas Pelayanan, islamic branding, Kepuasan Pelanggan, Loyalitas Pelanggan