Variabel Anteseden Loyalitas Pelanggan Cafe

This study aims to test and analyze the effect of product and service quality on customer satisfaction and loyalty. Using an explanatory perspective, the study describes the causal relationship between the variables studied. The quantitative methodology involves data collected from a randomly selected sample of 110 people who have visited Café Mercusuar at least twice. Data analysis was carried out using SEM-PLS. The study's findings conclude that product and service quality have a positive and significant effect on customer satisfaction, and customer satisfaction significantly impacts customer loyalty. However, the study also found that product quality and service quality do not directly affect customer loyalty. Instead, customer satisfaction acts as a mediator, producing significant loyalty. These findings have practical implications for improving managerial practices and marketing policies, fostering a more productive work environment and creating added value.