Pengaruh Customer Experience, Kualitas Layanan, dan Kepercayaan Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Nails By Araa Kota Malang (Studi Kasus pada Mahasiswa Kota Malang)

Abstract

Abstract

This study analyzes how customer experience, service quality, and trust affect customer loyalty at Nails by Araa in Malang, using customer satisfaction as a mediating variable. A quantitative method based on the positivist paradigm was employed. The study population consisted of all customers who had used nail design services at Nails by Araa in Malang; a sample of 86 respondents was collected using a non-probabilistic, targeted sampling procedure. The data was analyzed using structural equation modeling (SEM) and the SmartPLS 4.0 software. The results show that customer experience and service quality influence customer loyalty., but trust and customer satisfaction do not. Furthermore, service quality and trust affect customer satisfaction but not customer experience. Finally, the study found no significant indirect influence of customer experience, service quality, or trust on customer loyalty via customer satisfaction.

Keywords : Customer Experience, Service Quality, Trust, Customer Loyalty, Customer Satisfaction