Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari experience quality dan customer perceived-value terhadap customer satisfaction dan customer loyalty pada outdoor café yang ada di Yogyakarta. Penelitian ini menggunakan data primer dari jenis penelitian kuantitatif dan teknik pengambilan sampel non-probability sampling dengan metode purposive sampling. Data dikumpulkan dari 157 responden dengan menyebarkan kuesioner online. Analisis data yang digunakan adalah SmartPLS 3.0. Experience quality memiliki pengaruh signifikan terhadap customer satisfaction; experience quality tidak memiliki pengaruh yang signifikan terhadap customer loyalty; customer perceived-value menunjukkan pengaruh yang kuat terhadap customer satisfaction, dan customer perceived-value berpengaruh signifikan terhadap customer loyalty.
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