International Journal of Science, Technology & Management ISSN: 2722 - 4015

The Influence Of Service Quality Dimensions On Customer Loyalty

With Customer Satisfaction As An Intervening Variable

M. Ramadhani Jatmika1* Agus Abdurrahman2

1,2
Department of Management, Faculty of Business and Economics Indonesian Islamic University,
Sleman, Special Region of Yogyakarta, Indonesia
*Corresponding Author:
Email: [email protected]

Abstract.

This study aims to determine the effect of the dimensions of service quality
on customer loyalty at the coffee shop, with customer satisfaction as the
intervening variable. The research method used in this study is a
quantitative method by giving questions to a number of respondents using a
questionnaire on the form (google form). The results of this study show that
the responsiveness and empathy variables have a direct and significant
influence on customer satisfaction at the Laju Coffee shop and this study
also proves that the customer loyalty at Laju Coffee Shop is also influenced
by the customer satisfaction.

Keywords: Service Quality, Service Environment, Emotional Satisfaction,

Behavioral Intentions, and Product Perceptions.

I. INTRODUCTION
Yogyakarta is a city that has a special atmosphere that is visited by many local and foreign tourists.
The growing public interest in consuming processed coffee and changes in people's activity habits in
Yogyakarta have led to the increasing number and development of coffee shops in Yogyakarta. People now
prefer to do their activities in coffee shops because they believe that this place is more than just a place to
consume coffee. More than that, they consider the coffee shop as a place for entertainment and self-
actualization. This makes business competition in the food and beverage sector increasingly competitive,
especially coffee shops in Yogyakarta.The increasing number of coffee shops has increased the freedom of
consumers to choose a coffee shop that suits their tastes and needs, so that competition between coffee shops
is increasing. As a result, it is very important for coffee shops in Yogyakarta to provide good quality service
to consumers to provide satisfaction and foster a sense of customer loyalty.Consumer satisfaction can be felt
by consumers after these consumers use the services or products offered by the company, then consumers
will be able to provide their responses about these products or services in accordance with the wishes or
expectations of consumers. Satisfaction is a consumer's short-term emotional reaction to the performance of
certain services (Lovelock, Christopher H Widyantoro, Agus Samosir, Marianto Wright, 2007). Consumer
satisfaction will be achieved if the main factor of the service is available, namely the readiness of human
resources in serving potential customers (Khasmir, 2005).
Consumer satisfaction is determined by the quality of service desired by consumers so that the
guarantee of the quality provided is a priority for the company (Hidayat, 2009). Service quality is very
important for a well-known cafe. As the number of coffee shops increases, more and more people pay
attention not only to the quality of the food and drinks served by the waiters, but also the conditions of the
services offered, making consumers feel comfortable and appreciate good service and quality.Consumer
Loyalty is a consumer who buys company products with an increased percentage of certain companies over
others. In their efforts to retain consumers, they must prioritize consumer acquisition (Yuliawati, 2017).
Therefore, loyalty can be defined as a future behavioral commitment to purchase a product or service, or
engage with a service provider whenever other options are possible. From this point of view, loyalty can be
measured directly, through buying behavior, by observing a higher frequency of purchasing a product or
service, or a series of purchases for another person when this is not the case, and indirectly, by examining
attitudes or measuring intentional repeat purchases (Lockshin, 2001).Measurement of consumer satisfaction

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or dissatisfaction with a product is an indicator of the importance of product loyalty. Loyalty can be
interpreted as a person's loyalty to an object. Consumer loyalty is very important for a company, both
services and products (goods) to increase profits for a company, because if consumers are not loyal to a
company's products, it is certain that they will switch to other products, to maintain that loyalty. consumers
One way to increase consumer loyalty is to provide good service, which is expected to make consumers
make repeated transactions.

II. LITERATURE REVIEW AND HYPOTHESIS

Consumer Loyalty
Consumer loyalty is the company's ability to continue to win the competition over other
competitors. It is a continuous process that does not end with the satisfaction of consumer needs, but it
continues with the establishment of long-term repeat purchase relationships with consumers in relation to a
particular brand (Tweneboah-Koduah, E. and Farley, Y.D., 2015).
Consumer Satisfaction
Consumer satisfaction is a post-purchase action behavior that shows how consumers feel after using
a particular product or service. It shows the general assessment of consumers based on the consumption of
goods or services (Ozkanet al.,2019).
Services Concept
According to (Samat and Gopi, 2020) There are five dimensions of service quality, namely
tangible, reliability, responsiveness, assurance, and empathy:
1. Tangible includes the appearance of physical facilities such as buildings and room layout, parking
space availability, cleanliness, neatness and comfort of the room, completeness of communication
equipment, and employee appearance.
2. Reliability is the ability to provide services as promised. Promised services such as providing
appropriate information, helping to solve problems, and providing reliable services.
3. Responsiveness is the willingness of employees to help consumers and provide fast and responsive
service, which includes readiness to serve consumers, speed of transaction handling, and handling of
consumer complaints.
4. Assurance, including employee knowledge about the correct product, quality of hospitality, attention
and courtesy in providing services, skills in providing information, ability to provide a sense of security, and
ability to instill trust in consumers.
5. Empathy namely the individual attention given by the company to consumers such as the ease of
contacting the company, the ability of employees to communicate with consumers, and the company's efforts
to understand the wants and needs of consumers.
HYPOTHESIS DEVELOPMENT
Effect of Tangible on Consumer Satisfaction
Tangible is a form of physical means used by organizations to create and perform work. Supporting
equipment and the appearance of employees used to serve consumers can create an impression that is easily
remembered by consumers (Balinadoet al., 2021) Apart from that, pleasant conditions are also felt by
consumers when making transactions for services produced by companies. Thus, the tangible dimension is
part of improving employee conditions to act in a timely manner according to consumer wishes (Othman et
al., 2019). The better the tangibles provided by the organization, the higher the satisfaction felt by
consumers. In his research (Kotler, 2016) defines tangible as the company's ability to show its existence to
outsiders. The appearance and ability of physical facilities and infrastructure to change as well as the
condition of the surrounding environment is clear evidence of the services provided by service providers.
The appearance and ability of the company's physical facilities and infrastructure that can be relied upon by
the condition of the surrounding environment is clear evidence of the services provided by service providers.
Thus, the researcher proposes the following hypothesis:
H1: Tangible have direct influence and significant to consumer satisfaction.

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Reliability Effect on Consumer Satisfaction

Reliability dimension is the ability and commitment possessed by employees to provide services in
accordance with the abilities and skills they have. The decision taken is the desire to adjust performance with
consumer expectations, which means timeliness and the same service to all consumers (Balinadoet al.,
2021). In the coffee shop industry, getting service or service from a reliable barista will increase the level of
satisfaction a consumer. According to Parasuraman, in (Kotler, 2016) reliability is a company's ability to
provide promised services accurately and reliably.
Performance that must match user expectations means timeliness. In addition, the research
conducted (Heru Suprihhadi, Bambang Hadi Santoso Dwidjosumarno, 2020) defines reliability as the
company's ability to provide services as promised accurately and reliably. Performance must match
consumer expectations, which means timeliness, the same service for all customers without errors, a
sympathetic attitude, and with high accuracy. Research conducted (Balinadoet al., 2021) has findings by
utilizing the SERVQUAL approach. Several dimensions of SERVQUAL such as tangibles, reliability,
responsiveness, assurance, and empathy are analyzed simultaneously on customer satisfaction. Structural
Equation Modeling (SEM) shows that among the five dimensions of SERVQUAL, reliability and empathy
have a significant relationship to customer satisfaction. Thus, the researcher proposes the following
hypothesis:
H2: Reliability direct and significant effect on consumer satisfaction.
Responsiveness Effect on Consumer Satisfaction
Responsiveness is the behavior of employees in the organization to act in a timely manner and
convey information according to consumer needs. The ability to respond to what employees have will be
positively assessed by consumers so that they can create capabilities when serving consumers (Balinadoet
al., 2021). Employee motivation to solve problems faced by customers when using services has a positive
effect on customer satisfaction. According to Parasuraman, in (Kotler, 2016) defines responsiveness as the
ability to provide responsive services and the willingness of service providers, especially in their nature to
help consumers and provide appropriate services according to consumer needs.
This dimension emphasizes the attitude of service providers who are attentive, fast and precise in
dealing with consumer requests, questions, complaints and problems. Meanwhile according to (Heru
Suprihhadi, Bambang Hadi Santoso Dwidjosumarno, 2020) responsiveness as a policy to help and provide
fast and appropriate services to customers, with the delivery of clear information that will not let customers
wait then negative perceptions arise in service quality. Research conducted by (Islamet al., 2021). The
research findings show that the visibility, responsiveness and commitment of employees have a positive and
significant effect on customer satisfaction. Thus, the researcher proposes the following hypothesis:
H3: Responsiveness direct and significant effect on consumer satisfaction
The Effect Assurance on Consumer Satisfaction
Assurance is one of the core dimensions of service quality that affects customer satisfaction. The
acquired process knowledge exhibited by the barista in providing services can be very convincing to
consumers (Balinadoet al., 2021). This gives consumers confidence that the service delivery representative
will carry out their duties in a professional manner, especially in their duties of making and serving coffee in
the shop.
According to Parasuraman, in (Kotler, 2016) defines assurance as the ability of service providers to
generate consumer confidence and self-confidence that service providers, especially employees are able to
meet the needs of consumers. Includes knowledge, ability, courtesy, and trust worthiness possessed by
employees. Meanwhile according to (Heru Suprihhadi, Bambang Hadi Santoso Dwidjosumarno, 2020)
assurance is the knowledge, courtesy of compensation, and the ability of company employees to foster
customer trust in the company.This includes several components including
communication,credibility,security, competence, and manners. Research conducted by (Kadek et al, 2019)
has finding assurance has a positive influence on consumer satisfaction. This, the researcher proposes the
following hypothesis:
H4: Assurance direct and significant effect on consumer satisfaction.

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The Effect of Empathy on Consumer Satisfaction

Empathy is the individual attention given by the company to consumers such as the ease of
contacting the company, the ability of employees to communicate with consumers, and the company's efforts
to understand the wants and needs of consumers (Balinadoet al., 2021). Empathy significantly increases the
level of consumer satisfaction. Without empathy, customers will remain dissatisfied with service quality;
therefore, empathy greatly affects consumer satisfaction.
According to Parasuraman, in (Kotler, 2002) interprets empathy as individual attention to customers
such as the ease of communicating well with employees and the company's efforts to understand the wants
and needs of customers. Meanwhile according to (Heru Suprihhadi, Bambang Hadi Santoso Dwidjosumarno,
2020) empathy is giving sincere and individual or personal attention given to customers by trying to
understand consumer desires. Where a company is expected to have understanding and knowledge about
customers, understand customer needs specifically, and have a comfortable operating time for customers.
Research conducted by (Ristanti, Shihab and Rekarti, 2011) Using path analysis, it was found that empathy
has a positive influence on customer satisfaction. Thus, we propose the following hypothesis:
H5: Empathy, direct and significant effect on consumer satisfaction.
Effect of Consumer Satisfaction on Consumer Loyalty
According to (Lo et al., 2010) consumer satisfaction is measured by measuring the difference
between beliefs and experiences of service quality and is positively related to consumer loyalty. Meanwhile,
according to (Ngoet al., 2019) Service quality and customer satisfaction are important antecedents of
consumer loyalty. Meanwhile, consumer satisfaction mediates the effect of service quality on consumer
loyalty. To develop and grow a service-oriented business, the implementation of customer satisfaction has
become very important and important for business companies (Cheshin, Amit and van Kleef, 2019). (Kotler
and Keller, 2013) illustrates the term "customer satisfaction" as "a person's feeling of pleasure or
disappointment resulting from comparing a product's perceived performance or results with his or her
expectations".
The concept of consumer loyalty is very important for every business organization (Bhat et al.,
2018), although it is an important challenge for service companies to create and maintain loyal customers
(Mainardes et al., 2020). Loyalty is a construct that includes multidimensional attributes (Zeithaml et al.,
1996). Consumer loyalty reflects behavioral actions, which develop within consumers, followed by repeated
purchase habits (Fida et al., 2020). Because the cost to attract new consumers is relatively higher than
retaining existing customers, so maintaining loyal customers is very important for service business
companies. In addition (Henny & Januarko, 2018) shows that the dimensions of service standards (tangible,
reliability, responsiveness, assurance and empathy) allegedly has a strong effect on consumer satisfaction
and customer satisfaction also has a strong effect on consumer loyalty. Consumer satisfaction is said to have
a positive correlation with consumer loyalty (Kandampully and Suhartanto, 2000). Understanding the role of
consumer satisfaction has been approved by (Han & Ryu, 2009) as a potential way to increase consumer
loyalty. Thus, the researcher proposes the following hypothesis:
H6: Overall consumer satisfaction has a direct effect and significant to consumer loyalty.

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III. RESEARCH FRAMEWORK

Tangible
H1

Reliability H2

Customer H6 Customer
H3
Responsiveness Satisfaction Loyalty

H4

Assurance

H5
Empathy

Fig 1. Research Framework

IV. RESEARCH METHODS

The approach used in this study uses quantitative methods. The population in this study are
consumers of the Laju coffee shop who live in the city of Yogyakarta and its surroundings. Meanwhile, the
sample in this study were consumers from the Yogyakarta Laju Coffee Shop. The technique of taking
samples is generally carried out by, non random sampling data collection uses research instruments, data
analysis is quantitative/statistical in nature with the aim of testing predetermined hypotheses. Sample size
guidelines are calculated on the number of indicators X 5 to 10 (Hair et al, 2014). Researchers used a
multiplication of 10 the number of samples in this study as follows: Number of samples = 25 x 10 = 150
where 250 is the minimum sample and in this study the sample size is approximately 250 respondents. The
research data consists of primary data obtained directly through a survey of respondents using a list of
questions in the form of a combination of digital (google form) with an assessment based on a Likerts scale
of 1 to 6. Furthermore, data were analyzed using descriptive analysis and statistical analysis using The
Structural Equation Model (SEM) by using software PLS SEM data processing tool.

V. RESULTS AND DISCUSSION

The following describes the descriptive data of the respondents obtained from distributing the
questionnaires seen in Table 1:
Table 1. Respondent Descriptive Analysis
Information N %
Gender
Man 138 55%
Male 112 45%
Age
17 - 20 Age 85 34%
21 - 30 Age 150 60%
31 - 40 Age 8 3.2%
41 - 50 Age 4 1.6%
> 50 Age 3 1.2%

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Last Education
High School 155 62%
Diploma/Sarjana 90 36%
Magister 1 0.4%
Doktor 1 0.4%
Other 3 1.2%
Profession
Student 126 50.4%
Civil Servant /SOLDIER/POLICE 12 4.8%
Entrepreneur 37 14.8%
Unemployed / Housewife 7 2.8%
Other Professions 13 5.2%
Average Spending per Month
< Rp 2.000.000 93 37.2%
Rp 2.000.000 - Rp 5.000.000 120 48%
Rp 5.000.000 - Rp 10.000.000 30 12%
> Rp 10.000.000 7 2.8%

ANALYSIS SEM
Structural Equation Model

Fig 2. Structural Equation Model

Value Test Loading Factor
Based on the output value of the loading factor for the variable tangible with 4 measurement
indicators are X1.1: 0.864 X1.2: 0.841, X1.3: 0.865, X1.4: 0.861. Then variables reliability with 3
indicators: X2.1: 0.868, X2.2: 0.889, X3.3: 0.868. Then for variables responsiveness with 3 measurement
indicators is X3.1: 0.888, X3.2: 0.914, X3.3: 0.915. Then for variables assurance with 3 measurement
indicators are X4.1: 0.860, X4.2: 0.901, X4.3: 0.881. Then for variables empathy with 3 measurement
indicators are X5.1: 0.870, X5.2: 0.915, X5.3: 0.916. As for the variable consumer satisfaction with 5
indicators are: Z1.1: 0.795, Z1.2: 0.913, Z1.3: 0.828, Z1.4: 0.886, Z1.5: 0.886. Meanwhile, the consumer
loyalty variable with 4 indicators is Y1.1: 0.846, Y1.2: 0.853, Y1.3: 0.853, Y1.4: 0.843. Based on the
loading factor value for the indicator tangible, reliability, responsiveness,assurance, empathy, customer
satisfaction, and consumer loyalty values already exist above 0.60. Thus, the indicator tangible, reliability,
responsiveness,assurance, empathy, consumer satisfaction, and consumer loyalty declared valid.

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Uji Nilai Average Variance Extracted (AVE)

Then, the AVE value for each construct, namely tangibles: 0.719, reliability: 0.765, responsiveness:
0,820, assurance: 0.770, empathy: 0.811, customer satisfaction: 0.745, and customer loyalty: 0.720. The five
constructs already have a value ≥ 0.50. That is, the five constructs are categorized as valid
Discriminant Validity
1. Cross Loading Value
Table 2. Cross Loading Value
Tangible Reliability Responsiveness Assurance Empathy Customer Satisfaction Customer Loyalty

X1.1 0,864 0,730 0,670 0,712 0,685 0,695 0,689

X1.2 0,841 0,654 0,691 0,656 0,666 0,647 0,661

X1.3 0,865 0,731 0,702 0,700 0,652 0,702 0,697

X1.4 0,861 0,769 0,759 0,771 0,755 0,739 0,731

X2.1 0,769 0,868 0,703 0,672 0,680 0,698 0,681

X2.2 0,746 0,889 0,758 0,779 0,745 0,723 0,744

X2.3 0,698 0,868 0,719 0,711 0,672 0,687 0,715

X3.1 0,772 0,704 0,888 0,746 0,712 0,741 0,671

X3.2 0,757 0,787 0,914 0,784 0,758 0,785 0,745

X3.3 0,765 0,766 0,915 0,813 0,800 0,803 0,752

X4.1 0,706 0,711 0,749 0,860 0,711 0,685 0,685

X4.2 0,769 0,753 0,765 0,901 0,791 0,748 0,726

X4.3 0,740 0,753 0,792 0,881 0,767 0,762 0,738

X5.1 0,697 0,707 0,732 0,766 0,870 0,695 0,690

X5.2 0,764 0,728 0,759 0,785 0,915 0,745 0,721

X5.3 0,724 0,727 0,769 0,786 0,916 0,800 0,738

Z1.1 0,710 0,748 0,740 0,767 0,774 0,795 0,724

Z1.2 0,730 0,681 0,795 0,738 0,732 0,913 0,774

Z1.3 0,647 0,642 0,702 0,637 0,635 0,828 0,725

Z1.4 0,698 0,712 0,723 0,732 0,738 0,886 0,761

Z1.5 0,683 0,679 0,737 0,689 0,701 0,888 0,705

Y1.1 0,710 0,722 0,689 0,703 0,603 0,772 0,846

Y1.2 0,671 0,680 0,653 0,649 0,686 0,721 0,853

Y1.3 0,665 0,682 0,627 0,653 0,628 0,699 0,853

Y1.4 0,698 0,683 0,738 0,724 0,720 0,761 0,843

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Z1.3 0,647 0,642 0,702 0,637 0,635 0,828 0,725

Z1.4 0,698 0,712 0,723 0,732 0,738 0,886 0,761

Z1.5 0,683 0,679 0,737 0,689 0,701 0,888 0,705

Y1.1 0,710 0,722 0,689 0,703 0,603 0,772 0,846

From the table above it can be seen that all the loading indicators for the construct > cross
loading. Hence all indicators for variables tangible, reliability, responsiveness,assurance, empathy,
consumer satisfaction, and consumer loyalty declared valid.
2. Normality Test
Indicator NO Lost Average Median Minimum
Maksimum STD Dev Kurtosis C.R
X1.1 1.000 0.000 4.652 5.000
3.000 6.000 0.841 -0.690 0.041
X1.2 2.000 0.000 4.660 5.000
2.000 6.000 0.938 -0.391 -0.296
X1.3 3.000 0.000 4.700 5.000
2.000 6.000 0.935 -0.182 -0.372
X1.4 4.000 0.000 4.596 5.000
2.000 6.000 1.036 -0.845 -0.237
X1.5 5.000 0.000 4.788 5.000
2.000 6.000 0.838 -0.691 0.008
X2.1 6.000 0.000 4.672 5.000
3.000 6.000 0.856 -0.758 0.032
X2.2 7.000 0.000 4.752 5.000
2.000 6.000 0.977 -0.658 -0.339
X2.3 8.000 0.000 4.800 5.000
2.000 6.000 0.947 0.047 -0.530
X3.1 9.000 0.000 4.636 5.000
2.000 6.000 1.054 -0.652 -0.424
X3.2 10.000 0.000 4.824 5.000
2.000 6.000 0.992 -0.619 -0.381
X3.3 11.000 0.000 4.732 5.000
2.000 6.000 1.010 -1.009 -0.192
X4.1 12.000 0.000 4.708 5.000
2.000 6.000 0.829 -0.061 -0.215
X4.2 13.000 0.000 4.736 5.000
2.000 6.000 0.882 -0.695 -0.054
X4.3 14.000 0.000 4.616 5.000
2.000 6.000 1.010 -0.633 -0.273
X.4.4 15.000 0.000 4.708 5.000
2.000 6.000 0.946 0.065 -0.441
X5.1 16.000 0.000 4.696 5.000
2.000 6.000 0.940 -0.257 -0.317
X5.2 17.000 0.000 4.664 5.000
2.000 6.000 1.019 -0.611 -0.360
X5.3 18.000 0.000 4.636 5.000
2.000 6.000 1.035 -0.650 -0.270

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Z1.1 19.000 0.000 4.648 5.000 2.000

6.000 0.940 -0.587 -0.202
Z1.2 20.000 0.000 4.632 5.000 2.000
6.000 1.207 -0.729 -0.525
Z1.3 21.000 0.000 4.608 5.000 2.000
6.000 1.317 -0.839 -0.601
Z1.4 22.000 0.000 4.660 5.000 2.000
6.000 1.159 -0.606 -0.502
Z1.5 23.000 0.000 4.676 5.000 2.000
6.000 1.097 -0.573 -0.464
Y1.1 24.000 0.000 4.672 5.000
2.000 6.000 0.928 -0.156 -0.361
Y1.2 25.000 0.000 4.704 5.000
2.000 6.000 0.964 -0.468 -0.348
Y1.3 26.000 0.000 4.656 5.000
2.000 6.000 1.230 -0.580 -0.629
Y1.4 27.000 0.000 4.804 5.000
3.000 6.000 0.852 -0.899 -0.042

Fig 2. Normality Test

Based on the normality test table, it shows that the majority of the univariate normality tests are
normally distributed because the critical ratio (C.R) values for kurtosis and skewness are within the range of
± 2.58. Meanwhile, the multivariate data meets the normal assumption because the value of -0.639 is within
the range of ± 2.58.
3. Correlation Between Latent Constructs

Fig 3. Correlation Between Latent Constructs

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Based on the output analysis, the value of the latent variable correlation is obtained which is greater
than the AVE Square Root value, meaning that all indicators are for variables tangible, reliability,
responsiveness, assurance, empathy, consumer satisfaction, and consumer loyalty declared valid.
Confirmatory Model Conformity Test

Fig 4. Table R Square

The R Square measure describes the size of the endogenous variables that can be explained by other
exogenous/endogenous variables in the model. According to Chin (1998) the qualitative interpretation of R
Square is 0.19 (low effect), 0.33 (moderate effect) and 0.66 (high effect). Based on the processing results
above, it can be said that the magnitude of the influence of consumer satisfaction is 79.8% (high influence),
the magnitude of the influence of consumer loyalty is 73.3% (high influence). Q Square describes a measure
of prediction accuracy, namely how well each change in exogenous/endogenous variables is able to predict
endogenous variables. This measure is a form of validation in PLS to state predictive relevance. A Q Square
value above 0 indicates that the model has predictive relevance but in (Hair et al, 2019) the Q Square
interpretation value qualitatively is 0 (low effect), 0.25 (moderate effect), and 0.50 (high effect). Based on
the processing results above, the Q Square value of the variable consumer satisfaction is 0.794 > 0.50 (high
prediction accuracy) and consumer loyalty is 0.732 > 0.50 (high prediction accuracy).

Fig 5. SRMR test

SRMR stands for Standardized Root Mean Square Residual. In (Yamin, 2022) this value is a
measure of model fit (model fit), namely the difference between the data correlation matrix and the estimated
model correlation matrix. In (Hair et al, 2021) values, SRMR below 0.08 indicates a fit model. However, in
(Karin et al, 2003), the SRMR value is between 0.08 - 0.10 indicating an acceptable fit model. The
estimation result of the model is 0.057, it shows that the model used is fit.

Fig 6. GoF Index

The Goodness of Fit Index (GoF Index) is an evaluation of the entire model which is an evaluation
of the measurement model and the structural model. GoF This index can only be calculated from the
reflective measurement model, namely the root of the geometric multiplication of the community average
with the average R Square. According to (Wetzels et al, 2009) in (Yamin, 2022), the interpretation of the
GoF Index value is 0.1 (Low GoF), 0.25 (Medium GoF), and 0.36 (High GoF). The calculation results show
the GoF Index at 0.662 (High GoF). This means that the measurement model (outer model) with the
structural model (inner model) is feasible or valid.

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Fig 7. PLS Predict Test Table

Most of the endogenous variable measurement items (satisfaction and loyalty) of the proposed PLS
model have lower RMSE and MAE values than the LM (Linear Regression) model, so the proposed PLS
model has medium predictive power.
4. Reliability Test

Fig 8. Reliability Test

As a result, composite reliability for tangible constructs: 0.927, reliability: 0.907, responsiveness:
0.932, assurance: 0.930, empathy: 0.928, customer satisfaction: 0.936, and customer loyalty: 0.911. All
composite reliability values are above 0.70. Thereforetangible, reliability, responsiveness,assurance,
empathy, consumer satisfaction, and consumer loyalty already have good reliability or are categorized as
reliable.
HYPOTHESIS TESTING
Table 3. Hypothesis Testing
hypothesis Results Information

H1 Tangible has a direct and significant influence on There is no significant effect Rejected
consumer satisfaction.

H2 Reliability has a direct and significant influence on There is no significant effect Rejected
consumer satisfaction.

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H3 Responsiveness has a direct and significant influence on Koef.Beta= 0,362 T Accepted

consumer satisfaction. Statistics=4,790 P value=
0.000

H4 Assurance has a direct and significant influence on There is no significant effect Rejected
consumer satisfaction.

H5 Empathy has a direct and significant influence on Koef.Beta=0,235 T Accepted

consumer satisfaction. Statistics=3,338. P value=
0.001

H6 Consumer satisfaction has a direct and significant Koef.Beta=0,856 T- Accepted

influence on consumer loyalty. Statistics=41,495 P-value=
0.000
In the results of the first hypothesis testing results show the value of the beta coefficient tangible of
0.177 and the t-statistic is equal to 1.804. From these results it is stated that the t-statistic is not significant.
because <1.96 with p value >0.05 so the first hypothesis is rejected. This proves that tangible not proven to
have a direct and significant effect on consumer satisfaction. These results are due to the fact that most of the
respondents were quite satisfied with the responsiveness given by the barista of the speed coffee shop. These
results are contrary to the results of previous research conducted by (Bestoon, et al 2019), where the results
of his research prove that the better the tangibles provided by the company, the higher the satisfaction felt by
consumers.On the results of the second hypothesis in this study the test results show the value of the beta
coefficient reliability of 0.092 and the t-statistic is equal to 1.117. From these results it is stated that the t-
statistic is not significant. because <1.96 with p value >0.05 so the second hypothesis is rejected. This proves
that variable reliability not proven to have a direct and significant influence on consumer satisfaction. This is
because the majority of the respondents are satisfied with the empathy given by the barista at the coffee shop.
These results are in contrast to the results of previous research conducted by (Balinado, et al 2021) where the
results of his research prove that the better the reliability provided by the company, the higher the
satisfaction felt by consumers.The results of the third hypothesis in this study prove that this proves that the
variable responsiveness has a direct and significant influence on consumer satisfaction. This is indicated by
the variable beta coefficient value responsiveness of 0.362 and the t-statistic of 4.790.
From these results it is stated that the t-statistic is significant. because >1.96 with pvalue <0.05 so the
third hypothesis is accepted. Responsiveness can be seen from the coffee shop baristas who are ready and
responsive in serving consumers, the speed in handling transactions, and the coffee shop baristas who handle
consumer complaints well. These results are in accordance with previous research conducted by (Rafikum
Islam et al, 2020) research findings shows that the visibility, responsiveness and commitment of employees
have a positive and significant effect on customer satisfaction.On the results of the fourth hypothesis the test
results show the value of the beta coefficient assurance of 0.090 and the t-statistic is equal to 0.997. From
these results it is stated that the t-statistic is not significant. because <1.96 with p value >0.05 so the fourth
hypothesis is rejected. This proves that assurance not proven to have a direct and significant effect on
consumer satisfaction. This is due to the fact that the majority of respondents are satisfied with the
responsiveness and empathy given by the barista of the speed coffee shop. These results are contrary to the
results of previous research conducted by (Kadek et al, 2019) who had findings assurance has a positive and
significant influence on consumer satisfaction.The results of the fifth hypothesis in this study prove the
variable empathy has a direct and significant influence on consumer satisfaction.This is indicated by the
value of the beta coefficient empathy of 0.235 and the t-statistic is equal to 3.338. From these results it is
stated that the t-statistic is significant. because >1.96 with pvalue <0.05 so the fifth hypothesis is accepted.
Empathy can be seen from this coffee shop making it easy for consumers to contact companies, this
coffee shop barista has the ability to communicate with consumers, and this coffee shop understands the
wants and needs of its consumers. These results are in accordance with previous research conducted by (Vivi
Restianti et al, 2011) which proved the variable empathy has a direct and significant influence on consumer
satisfaction.The results of the sixth hypothesis in this study prove that the variable consumer satisfaction has

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a direct and significant influence on consumer loyalty. This is indicated by the beta coefficient value of
consumer satisfaction of 0.856 and the t-statistic of 41.495. From these results it is stated that the t-statistic is
significant. because >1.96 with a pvalue <0.05 so the sixth hypothesis is accepted. Consumer satisfaction can
be seen from consumers feeling happy when they are in this coffee shop, in this coffee shop consumers can
feel free from daily boredom, consumers feel valued in this coffee shop, consumers feel they find confidence
in this coffee shop, and consumers feel important in this coffee shop. These results are in accordance with
previous research conducted by (Kandampully and Suhartanto, 2000) which proves that customer
satisfaction has a direct and significant influence on consumer loyalty.

VI. CONCLUSIONS AND RECOMMENDATIONS

Based on the results of the research that has been done, there are several points that can be
concluded, namely; the first hypothesis proves that there is no variable effect tangible significant effect on
consumer satisfaction. The results of the second hypothesis in this study prove that there is no variable effect
reliability significant to consumer satisfaction. The results of the third hypothesis in this study prove that this
proves that the variable responsiveness has a direct and significant influence on consumer satisfaction. The
results of the fourth hypothesis in this study prove that there is no variable influence assurance significant.
The results of the fifth hypothesis in this study prove the variable empathy has a direct and significant
influence on consumer satisfaction.
The results of the sixth hypothesis in this study prove that the variable consumer satisfaction has a
direct and significant influence on consumer loyalty. This research proves that variable responsiveness and
empathy has a direct and significant influence on customer satisfaction at Laju Coffee shops. This study also
proves that variable tangible, reliability, and assurance does not have a direct and significant influence on
consumer satisfaction. It means that these three variables are not too important in influencing the satisfaction
and loyalty of Laju coffee shop consumers.Based on the results of the research that has been done, the
researcher realizes that there are still many limitations to the research results, thus the researcher has several
suggestions, including that further research is expected to be able to distribute questionnaires to Respondents
with diverse age backgrounds are therefore not grouped into a particular age category and produce a more
diverse picture of conditions. Future research is expected to add other variables that can affect increased
customer satisfaction and loyalty, such as perceived price, product quality, etc.
RESEARCH LIMITATIONS
The study in this study only focuses on consumer behavior at the coffee shop consumers, so it
cannot describe the conditions at other coffee shops. The majority of respondents in this study were young
people with student work, thus it did not reflect the conditions of respondents with higher occupations and
ages. Researchers also believe that there are still many parts that can be developed better from this research.
Thus the researcher will provide some suggestions and recommendations in the suggestions section for
further research.

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