Pengaruh Servicescape, Brand Image, dan Product Mix terhadap Customer Loyalty Melalui Customer Satisfaction Pada Fore Coffee di Kota Makassar

Abstract

Abstract This study aims to determine the effect of servicescape, brand image, and product mix on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. This study used a quantitative method, while data collection was carried out by means of a questionnaire which was distributed to 100 respondents, namely Fore Coffee consumers in Makassar City as a sample drawn from the population. The population of this research is all Fore Coffee consumers in Makassar City. The data analysis technique is using Partial Least Square. The results of this study indicate that: (1) servicescape has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (2) Brand Image has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (3) Product Mix has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. So it can be said that Customer Satisfaction is able to mediate servicescape, brand image, and product mix to customer loyalty. Abstrak Penelitian ini bertujuan untuk mengentahui pengaruh servicescape, brand image, dan product mix terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Penelitian ini menggunakan metode kuantitatif, sedangkan pengumpulan data dilakukan dengan cara kuesioner yang dibagikan kepada 100 responden yaki konsumen Fore Coffee di Kota Makassar sebagai sampel yang ditarik dari populasi. Populasi dari penelitian ini adalah seluruh konsumen Fore Coffee di Kota Makassar. Adapun teknik analisis datanya yakni menggunakan Partial Least Square. Hasil penelitian ini menunjukkan bahwa: (1) servicescape berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (2) Brand Image berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (3) Product Mix berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Maka dapat dikatakan bahwa Customer Satisfaction mampu memediasi servicescape, brand image, dan product mix terhadap customer loyalty.