Abstract:
The lifestyle of drinking coffee is currently becoming a trend
among people in the millennial era. This is the reason for the growth of
the domestic coffee shop industry.The purpose of this study was to
determine the effect of service quality, price on customer satisfaction and
customer loyalty. In addition to testing the effect of customer satisfaction
on customer loyalty and testing the role of customer satisfaction in
mediating the effect of service quality, price (price) on customer loyalty.
This study uses a quantitative approach with an explanatory method,
namely in the research being conducted is to explain the symptoms that
arise in a research subject. The data analysis technique of this study used
Amos' SEM, where the findings of this study were that service quality and
price had a positive and significant effect on customer satisfaction and
customer loyalty at Grind & Pull, Makassar.
