Effects of Products, Service Quality and Digital Marketing on Kopi Kenangan Batam Customer Loyalty

Abstract

The coffee industry in Indonesia is a high-potential economic sector that can drive quality economic growth. The aim of this study is to analyze the effects of product and service quality and digital marketing on the satisfaction, trust, and loyalty of Kopi Kenangan customers especially in Batam. A descriptive and causality quantitative approach is used with SEM-PLS method, which involves descriptive analysis, outer and inner model, and also hypothesis testing. With a sample of 125 Kopi Kenangan customers across Batam City, this study found that the model has good validity and reliability. The analysis shows that trust significantly mediates loyalty, which is driven by service quality and digital marketing. Satisfaction indirectly affects loyalty by shaping trust. Practically speaking, companies should prioritize building trust through personalized service and consistent digital marketing. Theoretically, this study enriches insights into customers behavior in the digital era coffee industry.