Pengaruh Kualitas Layanan terhadap Kepuasan dan Loyalitas Pelanggan di Outlet Taliwangs Balikpapan

Businesses in the food and beverage sector have intense competition due to low barriers to entry which increases consumer choice. This makes customer loyalty important for business continuity. The research objective is to analyze the effect of service quality on customer loyalty through customer satisfaction at Taliwangs Balikpapan outlet. This study uses 112 respondents who meet the criteria as samples through purposive sampling. Data analysis of this research uses PLS-SEM technique in SmartPLS software. The result of this study shows that service quality has a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on customer loyalty. Service quality has a positive and significant effect on customer loyalty. Customer satisfaction also has a positive and significant effect in mediating the relationship between service quality and customer loyalty.