Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh customer value dan customer experience terhadap customer loyalty yang dimediasi oleh customer satisfaction pada kafe universitas kopi di banda aceh. sampel penelitian ini adalah pelanggan kafe universitas kopi di banda aceh yang berjumlah 250 responden. teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan jenis yang digunakan purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. berdasarkan hasil analisis sem menunjukkan bahwa customer value berpengaruh terhadap customer satisfaction, customer experience berpengaruh terhadap customer satisfaction, customer value berpengaruh terhadap customer loyalty, customer experience berpengaruh terhadap customer loyalty, customer satisfaction berpengaruh terhadap customer loyalty, customer satisfaction memediasi secara parsial pengaruh customer value terhadap customer loyalty, customer satisfaction memediasi secara parsial pengaruh customer experience terhadap customer loyalty. kata kunci: customer value, customer experience, customer satisfaction dan customer loyalty

This study aims to measure the influence of customer value and customer experience on customer loyalty mediated by customer satisfaction at the Coffee University Cafe in Banda Aceh. The sample of this study was 250 respondents of Coffee University Cafe customers in Banda Aceh. The sampling technique used was non-probability sampling with the type used purposive sampling. Structural Equation Modeling (SEM) was used as an analysis method to determine the influence between the variables involved. The data collection tool used in this study was a questionnaire. Based on the results of the SEM analysis, it shows that customer value influences customer satisfaction, customer experience influences customer satisfaction, customer value influences customer loyalty, customer experience influences customer loyalty, customer satisfaction influences customer loyalty, customer satisfaction partially mediates the influence of customer value on customer loyalty, customer satisfaction partially mediates the influence of customer experience on customer loyalty. Keywords: customer value, customer experience, customer satisfaction and customer loyalty