Determinants of Customer Satisfaction and Customer Loyalty (Case Study of Café Grind & Pull Makassar)

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.