Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi pada Beanspot Coffee Alfamart Prof. Soedarto Semarang

Wiwin Rupandi; Dyah Ika Kirana Jalantina; Maria Magdalena Minarsih

doi:10.61132/jimakebidi.v3i2.1703

Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening

Studi pada Beanspot Coffee Alfamart Prof. Soedarto Semarang

Authors

Wiwin Rupandi Universitas Pandanaran
Dyah Ika Kirana Jalantina Universitas Pandanaran
Maria Magdalena Minarsih Universitas Pandanaran

DOI:

https://doi.org/10.61132/jimakebidi.v3i2.1703

Keywords:

Beanspot Coffee, Customer Loyalty, Customer Satisfaction, Product Quality, Service Quality

Abstract

This study examines the relationship between service quality and product quality and customer loyalty, with customer satisfaction positioned as an intervening variable at Beanspot Coffee Alfamart Prof. Soedarto Semarang. The research was motivated by the gap between the 2025 sales realization and the annual target, in which 6,367 cups were sold against a target of 8,640 cups. A quantitative survey was conducted with 99 respondents selected through purposive sampling. Data were collected using a five-point Likert questionnaire and processed with SPSS 27. The analysis included validity and reliability testing, classical assumption tests, multiple linear regression, t-tests, coefficient of determination, and Sobel mediation testing. The findings indicate that service quality and product quality significantly improve customer satisfaction. Service quality also has a significant direct effect on customer loyalty, whereas product quality does not have a significant direct effect. Customer satisfaction significantly contributes to loyalty and mediates the effects of both service quality and product quality on loyalty. The results suggest that loyalty at Beanspot Coffee is strengthened when improvements in product and service quality are translated into satisfying customer experiences.

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Published

2026-05-31

How to Cite

Wiwin Rupandi, Dyah Ika Kirana Jalantina, & Maria Magdalena Minarsih. (2026). Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi pada Beanspot Coffee Alfamart Prof. Soedarto Semarang. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis Dan Digital, 3(2), 125–141. https://doi.org/10.61132/jimakebidi.v3i2.1703