Electronic Theses and Dissertation

ABSTRAK
Latar belakang penelitian ini didasarkan pada persaingan bisnis kafe yang semakin ketat di Kota Banda Aceh, sehingga pemahaman terhadap faktor-faktor yang memengaruhi loyalitas pelanggan menjadi penting bagi keberlangsungan usaha. Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan business location terhadap loyalitas pelanggan Kuta Alam Roastery, baik secara langsung maupun secara tidak langsung melalui customer satisfaction sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh pelanggan Kuta Alam Roastery yang tersebar di tiga lokasi cabang utama yaitu Peunayong, Laksana, dan Beurawe. Teknik pengambilan sampel dilakukan dengan metode purposive sampling, dengan jumlah responden sebanyak 150 orang. Data dikumpulkan menggunakan kuesioner tertutup dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa service quality dan business location berpengaruh positif dan signifikan terhadap customer satisfaction. Selanjutnya, customer satisfaction terbukti berpengaruh secara signifikan terhadap loyalitas pelanggan. Selain itu, service quality dan business location juga berpengaruh signifikan terhadap loyalitas pelanggan, baik secara langsung maupun secara tidak langsung melalui mediasi customer satisfaction. Temuan ini menegaskan pentingnya peningkatan mutu layanan dan penentuan lokasi strategis dalam menciptakan kepuasan dan loyalitas pelanggan secara berkelanjutan.
Kata Kunci: Service Quality, Business Location, Customer Satisfaction, Loyalitas Pelanggan, Kuta Alam Roastery.

ABSTRACT The background of this research is based on the increasingly intense competition in the coffee shop business in Banda Aceh City, which makes understanding the factors influencing customer loyalty essential for business sustainability. This study aims to analyze the effect of service quality and business location on customer loyalty at Kuta Alam Roastery, both directly and indirectly through customer satisfaction as a mediating variable. This research employs a quantitative approach. The population consists of all customers of Kuta Alam Roastery spread across three main branch locations: Peunayong, Laksana, and Beurawe. The sampling technique used is purposive sampling, with a total of 150 respondents. Data were collected using a closed-ended questionnaire and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS) with the aid of SmartPLS software. The results show that service quality and business location have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to significantly influence customer loyalty. In addition, both service quality and business location significantly affect customer loyalty, either directly or indirectly through the mediation of customer satisfaction. These findings emphasize the importance of improving service quality and selecting strategic locations to create sustainable customer satisfaction and loyalty. Keywords: Service Quality, Business Location, Customer Satisfaction, Customer Loyalty, Kuta Alam Roastery.