PENGARUH KUALITAS LAYANAN DAN NILAI YANG DIRASAKAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN

AbstractThe growth of the coffee industry in Indonesia continues to rise eachyear, leading to intense competition, including among small- tomedium-scale businesses. This condition requires business players notonly to rely on product quality but also to deliver optimal customerexperiences through excellent service and perceived value. Kopi Jagoemphasizes friendliness, responsiveness, attention to customer needs,product quality, and fair pricing. A quantitative study using purposivesampling of 85 respondents and SEM-PLS analysis revealed that allhypotheses were accepted, showing positive and significantrelationships among variables, indicating that Kopi Jago must maintainquality, service, and pricing strategies.Keywords: Service Quality, Perceived Value, Customer Satisfaction,Customer Loyalty