The Influence of Facilities and Customer Engagement on Customer Loyalty through Customer Satisfaction at Kopi Kudu in Medan City
DOI:
https://doi.org/10.52103/jms.v6i2.2212Keywords:
Customer Engagement, Customer Satisfaction, Customer Loyalty, Facilities, Coffee ShopAbstract
This study aims to analyze the effect of facilities and customer engagement on customer loyalty, with customer satisfaction as a mediating variable at KopiKudu. A quantitative approach was employed using PLS-SEM analysis with 150 active customers selected through purposive sampling. The results indicate that facilities have a significant but negative effect on customer loyalty and do not significantly influence customer satisfaction, indicating that facilities are not a primary determinant of loyalty. Conversely, customer engagement has a positive and significant effect on both customer satisfaction and customer loyalty. Customer satisfaction also demonstrates a positive and significant impact on loyalty and is proven to mediate the relationship between customer engagement and loyalty. However, customer satisfaction does not mediate the relationship between facilities and loyalty due to the absence of a direct effect. These findings demonstrate that emotional experience, active interaction, and social connection play a more dominant role in shaping loyalty than physical facilities.
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