Pengaruh Servicescape dan Brand Image terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Intervening pada The Coffee Crowd Medan

Abstract

In the current era of globalization, coffee shops have become increasingly popular in Indonerio, attracting customers from various age groups, from young to old. The Coffee Crowd Plaza Medan Fair is one of the most visited coffee shops in Medan. This study aims to analyze the infance of servicescape and brand image on customer loyalty, with customer satisfaction as an intervening variable. The research was conducted at The Coffee Crowd Plaza Medan Fair asing a causal associative research design. The sample consisted of 81 respondents. Data analysts was carried out using PLS-SEM with the SmartPLS software. The rest indicate that servicescape has a positive and significant effect on customer satisfaction, and servicescape also has a positive and significant effect on crotomer loyalty. Similarly, brand image has positive and significant effect on customer satisfaction, as well as a positive and significant effect on customer loyalty. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty. Additionally, both servicescape and brand image positively and significantly influence customer loyalty through customer satisfaction