Abstract
This study aims to determine the effect of service quality and experience quality on value perceptions and their impact on attitudes and loyalty of coffee shop visitors in Yogyakarta. The population in this study consisted of consumers who visited coffee shops, all of which were located in the Yogyakarta area. Data was collected using an online survey using Google Forms. In this study, the respondents used were 195 people. Statistical analysis in this study used SPSS version 17 and AMOS version 24. Based on the results of the study, service quality had a negative and insignificant effect on coffee shop visitors in Yogyakarta. The quality of experience has a positive and significant effect on the perception of the value of coffee shop visitors in Yogyakarta. Perceived value has a positive and significant effect on the attitudes of coffee shop visitors in Yogyakarta. Perceived value also has a positive and significant effect on the loyalty of coffee shop visitors in Yogyakarta. Meanwhile, the attitude has a positive and insignificant effect on the loyalty of coffee shop visitors in Yogyakarta.
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