PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH BRAND IMAGE DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN PADA PELANGGAN CAFE AEROTIVA

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Meningkatnya persaingan bisnis coffee shop mendorong pelaku usaha untuk menerapkan strategi pemasaran yang tepat dalam mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis peran Kepuasan Pelanggan dalam memediasi pengaruh Brand Image dan Relationship Marketing terhadap Loyalitas Pelanggan pada Cafe Aerotiva. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pelanggan Cafe Aerotiva yang pernah melakukan pembelian atau kunjungan, dengan jumlah sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala Likert. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, analisis jalur (path analysis), uji t, uji F, koefisien determinasi, serta uji mediasi Sobel Test dengan bantuan IBM SPSS Statistics versi 31. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan serta Loyalitas Pelanggan. Relationship Marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, namun tidak berpengaruh signifikan secara langsung terhadap Loyalitas Pelanggan. Selain itu, Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan serta mampu memediasi pengaruh Brand Image dan Relationship Marketing terhadap Loyalitas Pelanggan. Penelitian ini menunjukkan bahwa Kepuasan Pelanggan memiliki peran penting dalam memperkuat hubungan antara strategi pemasaran dan pembentukan loyalitas pelanggan pada Cafe Aerotiva.

The increasing competition in the coffee shop industry encourages business actors to implement appropriate marketing strategies to maintain customer loyalty. This study aims to analyze the role of Customer Satisfaction in mediating the influence of Brand Image and Relationship Marketing on Customer Loyalty at Cafe Aerotiva. This research employs a quantitative approach using a survey method. The population of this study consists of Cafe Aerotiva customers who have made purchases or visited the cafe, with a total sample of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale. The data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, path analysis, t-test, F-test, coefficient of determination, and mediation testing using the Sobel Test with the assistance of IBM SPSS Statistics version 31. The results indicate that Brand Image has a positive and significant effect on Customer Satisfaction and Customer Loyalty. Relationship Marketing has a positive and significant effect on Customer Satisfaction; however, it does not have a significant direct effect on Customer Loyalty. Furthermore, Customer Satisfaction has a positive and significant effect on Customer Loyalty and is proven to mediate the influence of Brand Image and Relationship Marketing on Customer Loyalty. This study demonstrates that Customer Satisfaction plays an important role in strengthening the relationship between marketing strategies and the formation of customer loyalty at Cafe Aerotiva.