Analysis Of The Effect Of Service Quality, Brand Trust And Perceived Quality On Customer Loyalty With Customer Satisfaction As An Intervening Variable

Abstract

The discovery of coffee drinking innovations provides new hope for the people of Indonesia, especially entrepreneurs to build a coffee place that is comfortable for visitors and has a high selling value. This study aims to analyse the effect of service quality, brand trust and perceived quality on customer loyalty through customer satisfaction as variable intervening for Cold'N Brew coffee consumers in Surakarta city. Respondents in this study were 159 respondents conducted through an online survey with google form. The sampling technique used purposive sampling technique. Validity and reliability tests and hypothesis testing using SEM PLS with the help of the smart PLS 3.2 application. The analysis results show that the variables of service quality, brand trust, perceived quality affect customer loyalty. The customer satisfaction variable is able to mediate service quality on customer loyalty, the customer satisfaction variable has no effect in mediating brand trust on customer loyalty, the customer satisfaction variable is able to mediate perceived quality on customer loyalty.