Pengaruh Servicescape dan Customer Experience terhadap Loyalitas Konsumen dengan Kepuasan sebagai Variabel Intervening pada Cafe Hidden Place Medan

Abstract

The objective of the research was to analyze the influence of servicescape and customer experience on consumer loyalty as an intervening variable in Hidden Place cafe, Medan. The population was all customers Hidden Place cafe, Medan. The samples were taken using a non-probability sampling technique that did not provide the same opportunity to the population members with some considerations (Sugiyono, 2016). · Every respondent should meet specific requirements: they had already purchased food and beverages at the cafe at least twice. The research instruments were questionnaires. The hypothesis was tested using Structural Equation Model (SEM). The result of the research showed that servicescape had a positive and significant influence on consumer satisfaction, customer experience had a positive and significant influence on consumer satisfaction, and servicescape had a positive and significant influence on consumer loyalty. Consumer satisfaction could intervene in the correlation between servicescape and consumer loyalty, and consumer satisfaction could intervene in the correlation between customer experience and consumer loyalty.