The Influence of Servicescape and Brand Image on Consumer Loyalty with Consumer Satisfaction as An Intervening Variable at The Coffee Crowd Medan

Abstract

In the current era of globalization, coffee shops are becoming popular in Indonesia. Coffee shops are also of interest to various young and old groups. The Coffee Crowd Plaza Medan Fair is one of Medan's most visited coffee shops. This study aims to analyze the effect of servicescape and brand image on consumer loyalty, with customer satisfaction as an intervening variable. The research was conducted at The Coffee Crowd Plaza Medan Fair. This type of research is causal associative. The number of samples studied in this study was 81 respondents. Data analysis was carried out through PLS-SEM using the SmartPLS program. The results showed that servicescape had a positive and significant effect on customer satisfaction. Servicescape has a positive and significant effect on consumer loyalty. Brand image has a positive and significant effect on consumer satisfaction, and brand image has a positive and significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Servicescape and brand image have a positive and significant effect on consumer loyalty through customer satisfaction. Keywords: Servicescape, Brand Image, Customer Satisfaction, Customer Loyalty