Customer Satisfaction as an Intervening Variable in The Relationship Between Service Quality, Location, and Store Atmosphere on Customer Loyalty: a Case Study At Lomma Cafe, South Jakarta

Abstract

This study aims to analyze the effect of service quality, location, and store atmosphere on customer loyalty through customer satisfaction at Lomma Cafe, South Jakarta. This quantitative research employs primary data obtained through an online questionnaire distributed via Google Form to 150 respondents, namely consumers aged at least 17 years who had visited and made a purchase at Lomma Cafe within the past year. The sampling technique used non-probability purposive sampling. Data analysis was conducted using SmartPLS 4.1.1.2, through measurement model testing (convergent validity, discriminant validity, reliability), structural model testing (R², F², Q²), model fit testing, and hypothesis testing. The results show that service quality, location, and store atmosphere significantly affect customer satisfaction. Furthermore, these variables also have a significant effect on customer loyalty both directly and indirectly through customer satisfaction as a mediating variable. These findings confirm that enhancing service quality, providing a strategic location, and creating a comfortable store atmosphere can strengthen satisfaction and foster sustainable customer loyalty.