Pengaruh Kualitas Produk, Customer Experience, dan Customer Engagement terhadap Loyalitas Pelanggan: Studi pada Anak Panah Kopi Pawiyatan Kota Semarang

Kevin Hanif Prayoga; Ali Maskur

doi:10.61132/santri.v4i4.2481

Authors

Kevin Hanif Prayoga Universitas Stikubank
Ali Maskur Universitas Stikubank

DOI:

https://doi.org/10.61132/santri.v4i4.2481

Keywords:

Coffee Shop, Customer Engagement, Customer Experience, Customer Loyalty, Product Quality

Abstract

The increasingly competitive Coffee Shop industry requires businesses not only to offer high-quality products but also to create memorable Customer Experiences and foster Customer Engagement to sustain customer loyalty. This study aims to examine the effects of product quality, Customer Experience, and Customer Engagement on customer loyalty at Anak Panah Kopi Pawiyatan, Semarang City. A quantitative research approach employing a survey method was adopted. The study population consisted of all customers of Anak Panah Kopi Pawiyatan, while a sample of 96 respondents was determined using the Lemeshow formula and selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using multiple linear regression, supported by validity, reliability, F-test, coefficient of determination, and t-test analyses. The findings reveal that product quality, Customer Experience, and Customer Engagement simultaneously have a significant effect on customer loyalty. Partially, all three variables also exert positive and significant effects on customer loyalty, with Customer Engagement emerging as the most influential predictor. These findings indicate that customer loyalty is shaped not only by superior product quality and positive Customer Experiences but also by customers' emotional involvement and continuous interactions with the Coffee Shop. Therefore, Anak Panah Kopi Pawiyatan should maintain consistent product quality, enhance Customer Experiences, and strengthen Customer Engagement through interactive communication and community-based activities to foster long-term customer loyalty.

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