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Pengaruh Servicescape, Brand Image, dan Product Mix terhadap Customer Loyalty Melalui Customer Satisfaction Pada Fore Coffee di Kota Makassar

Management Dynamics Conference 8 · Vol. 8 No. 1 (2023) · pp. 535–547

Published
2023-06-22
Publisher
FPJM
Language
en

Abstract

Abstract This study aims to determine the effect of servicescape, brand image, and product mix on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. This study used a quantitative method, while data collection was carried out by means of a questionnaire which was distributed to 100 respondents, namely Fore Coffee consumers in Makassar City as a sample drawn from the population. The population of this research is all Fore Coffee consumers in Makassar City. The data analysis technique is using Partial Least Square. The results of this study indicate that: (1) servicescape has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (2) Brand Image has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (3) Product Mix has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. So it can be said that Customer Satisfaction is able to mediate servicescape, brand image, and product mix to customer loyalty. Abstrak Penelitian ini bertujuan untuk mengentahui pengaruh servicescape, brand image, dan product mix terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Penelitian ini menggunakan metode kuantitatif, sedangkan pengumpulan data dilakukan dengan cara kuesioner yang dibagikan kepada 100 responden yaki konsumen Fore Coffee di Kota Makassar sebagai sampel yang ditarik dari populasi. Populasi dari penelitian ini adalah seluruh konsumen Fore Coffee di Kota Makassar. Adapun teknik analisis datanya yakni menggunakan Partial Least Square. Hasil penelitian ini menunjukkan bahwa: (1) servicescape berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (2) Brand Image berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (3) Product Mix berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Maka dapat dikatakan bahwa Customer Satisfaction mampu memediasi servicescape, brand image, dan product mix terhadap customer loyalty.

Keywords

Collaboration network of the authors

7 authors · 9 co-authorship links

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Co-authorOrganisationJoint articles
Fauzi R. RahimAffiliation unknown1
Eko Agustiono Bachrudin YusufAffiliation unknown1
Muhammad Rizal SyamAffiliation unknown1
Nurdjannah HamidAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/madic8/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Pengaruh Servicescape, Brand Image, dan Product Mix terhadap Customer Loyalty Melalui Customer Satisfaction Pada Fore Coffee di Kota Makassar</dc:title>
	<dc:creator xml:lang="en">Sandira, Nur Fadilah Ayu </dc:creator>
	<dc:creator xml:lang="en">Kadir, Abd. Rahman </dc:creator>
	<dc:creator xml:lang="en">Andi Nur Baumassepe</dc:creator>
	<dc:subject xml:lang="en">Jumlah Penduduk</dc:subject>
	<dc:subject xml:lang="en">PDRB</dc:subject>
	<dc:subject xml:lang="en">Kemiskinan</dc:subject>
	<dc:subject xml:lang="en">Pertumbuhan Ekonomi</dc:subject>
	<dc:subject xml:lang="en">Servicescape</dc:subject>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Product Mix</dc:subject>
	<dc:subject xml:lang="en">Customer Loyalty</dc:subject>
	<dc:subject xml:lang="en">Customer Satisfaction</dc:subject>
	<dc:description xml:lang="en">Abstract
This study aims to determine the effect of servicescape, brand image, and product mix on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. This study used a quantitative method, while data collection was carried out by means of a questionnaire which was distributed to 100 respondents, namely Fore Coffee consumers in Makassar City as a sample drawn from the population. The population of this research is all Fore Coffee consumers in Makassar City. The data analysis technique is using Partial Least Square.
The results of this study indicate that: (1) servicescape has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (2) Brand Image has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. (3) Product Mix has a positive and significant effect on customer loyalty through customer satisfaction at Fore Coffee in Makassar City. So it can be said that Customer Satisfaction is able to mediate servicescape, brand image, and product mix to customer loyalty.
Abstrak
Penelitian ini bertujuan untuk mengentahui pengaruh servicescape, brand image, dan product mix terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Penelitian ini menggunakan metode kuantitatif, sedangkan pengumpulan data dilakukan dengan cara kuesioner yang dibagikan kepada 100 responden yaki konsumen Fore Coffee di Kota Makassar sebagai sampel yang ditarik dari populasi. Populasi dari penelitian ini adalah seluruh konsumen Fore Coffee di Kota Makassar. Adapun teknik analisis datanya yakni menggunakan Partial Least Square.
Hasil penelitian ini menunjukkan bahwa: (1) servicescape berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (2) Brand Image berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. (3) Product Mix berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction pada Fore Coffee di Kota Makassar. Maka dapat dikatakan bahwa Customer Satisfaction mampu memediasi servicescape, brand image, dan product mix terhadap customer loyalty.</dc:description>
	<dc:publisher xml:lang="en">FPJM</dc:publisher>
	<dc:date>2023-06-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/madic8/article/view/25821</dc:identifier>
	<dc:source xml:lang="en">Management Dynamics Conference 8; Vol. 8 No. 1 (2023): MADIC ; 535-547</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/madic8/article/view/25821/10047</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Management Dynamics Conference 8</dc:rights>
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