The Effect of Taste, Service Quality, and Omnichannel Experience on customer Satisfaction and Loyalty at Tomoro Coffee Surabaya

Tomoro Coffee has grown rapidly in Surabaya, but intense competition among coffee shops makes it easy for customers to switch if they encounter dissatisfaction with the product or service. This study focuses on Tomoro Coffee customers in Surabaya and examines the effects of taste, service quality, and omnichannel experience on Customer satisfaction and loyalty. Questionnaire data were collected from 130 respondents and analyzed using covariance-based Structural Equation Modeling (SEM) with statistical software, through the stages of measurement model, structural model, and model modification. The study aims to obtain an influence model and its simultaneous equations. The results show that the modified model fits well. The independent variables taste (X1), service quality (X2), and omnichannel experience (X3) have a positive and significant effect on Customer satisfaction (Y1) and Customer loyalty (Y2). Meanwhile, Customer satisfaction (Y1) has a positive but non-significant effect on Customer loyalty (Y2). Taste has the largest total effect on Customer satisfaction, while omnichannel experience has the largest total effect on Customer loyalty. Contribution to the Sustainable Development Goals (SDGs)SDG 8: Decent Work and Economic GrowthSDG 9: Industry, Innovation and Infrastructure