ISSN 2303-1174 B. Tumbel., S.L.H.V.J. Lapian., M.H.

Rogi
THE INFLUENCE OF CUSTOMER VALUE, CUSTOMER EXPERIENCE ON CUSTOMER
LOYALTY MEDIATED BY CUSTOMER SATISFACTION

PENGARUH NILAI PELANGGAN, PENGALAMAN PELANGGAN TERHADAP LOYALITAS

PELANGGAN DIMEDIASI OLEH KEPUASAN PELANGGAN

By:
Brillian Tumbel1
S.L.H.V. Joyce Lapian2
Mirah H. Rogi3
123
International Business Administration, Management Department
Faculty of Economics and Business
Sam Ratulangi University, Manado

E-mail:
brilliantumbell@gmail.com
lapianjoyce@unsrat.ac.id
helenmirah@gmail.com

Abstract: This research investigates the influence of customer value and customer experience on customer loyalty, with a
specific focus on the mediating role of customer satisfaction. In an increasingly competitive market, understanding the dynamics
of customer loyalty is essential for businesses aiming to enhance their market position. The study employs a quantitative
explanatory research approach, utilizing surveys and questionnaires to gather data from respondents. The research aims to
analyze the direct effects of customer value and experience on customer satisfaction and loyalty, as well as the indirect effects
mediated by customer satisfaction. The findings are expected to provide valuable insights for business owners, enabling them
to design effective strategies that enhance customer value and experience, ultimately fostering greater customer loyalty. This
research not only contributes to the theoretical understanding of customer loyalty dynamics but also offers practical implications
for businesses seeking to improve their customer relationship management practices. The results are anticipated to serve as a
foundation for future studies in the field of marketing and customer behavior.
.
Keywords: Customer Value, Customer Experience, Customer Loyalty, Customer Satisfaction

Abstrak: Penelitian ini menyelidiki pengaruh nilai pelanggan dan pengalaman pelanggan terhadap loyalitas pelanggan, dengan
fokus khusus pada peran mediasi kepuasan pelanggan. Dalam pasar yang semakin kompetitif, memahami dinamika loyalitas
pelanggan sangat penting bagi bisnis yang ingin meningkatkan posisi pasar mereka. Penelitian ini menggunakan pendekatan
penelitian eksplanatori kuantitatif, dengan memanfaatkan survei dan kuesioner untuk mengumpulkan data dari responden.
Penelitian ini bertujuan untuk menganalisis efek langsung nilai pelanggan dan pengalaman pelanggan terhadap kepuasan dan
loyalitas pelanggan, serta efek tidak langsung yang dimediasi oleh kepuasan pelanggan. Temuan diharapkan dapat memberikan
wawasan berharga bagi pemilik bisnis, memungkinkan mereka merancang strategi yang efektif untuk meningkatkan nilai dan
pengalaman pelanggan, yang pada akhirnya mendorong loyalitas pelanggan yang lebih besar. Penelitian ini tidak hanya
berkontribusi pada pemahaman teoretis tentang dinamika loyalitas pelanggan tetapi juga menawarkan implikasi praktis bagi
bisnis yang ingin meningkatkan praktik manajemen hubungan pelanggan mereka. Hasil penelitian diharapkan dapat menjadi
dasar untuk studi-studi mendatang di bidang pemasaran dan perilaku konsumen.

Kata Kunci: Nilai Pelanggan, Pengalaman Pelanggan, Loyalitas Pelanggan, Kepuasan Pelanggan

INTRODUCTION

Research Background
Customer loyalty is one of the most important indicators for an organization to strive for. Since customer
loyalty is directly related to customer satisfaction, it is evident that customer loyalty can be measured through
customer satisfaction (Ashari, 2023). Loyal customers are willing to pay more to obtain value and are likely to make
repeated purchases on a significant scale, which is advantageous for the company (Violeta and Farida, 2023).
According to Kotler and Keller (2016), retaining existing customers is more profitable than attracting new ones,
which requires significant costs. Sari and Farida (2024) states that a loyal customer feels delighted with a product

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and continues to make repeated purchases. Customer loyalty to a company regarding its products occurs because
customers have exceeded their expectations and will spread positive word-of-mouth (Mukuan, Mandey, and
Tampenawas, 2023). Customer loyalty to the organization arises from customer satisfaction with products or
services. Satisfied customers create beneficial and enjoyable organizational relationships (Krisnawati, Pratiwi, and
Pramayuda, 2021). Customer satisfaction alone cannot achieve the goal of retaining customers, as satisfaction is a
passive customer condition, whereas loyalty is an active or proactive relationship with customers (Tanoto et al.,
2022).
Several strategies can influence customer satisfaction and loyalty, including customer value and customer
experience. Customer value is based on the perspective of the customers of the respective organization, considering
what they want and believe they get from the purchase and use of specific products (Tjiptono, 2014). By providing
value equivalent to what consumers expend, such as money and time, consumers will feel satisfied and become loyal
to a product/service. In addition to customer value, customer experience indicates success in building relationship
marketing. Customer experience is customers' internal and subjective response as a result of interactions conducted
directly or indirectly by the company (Hidayat and Nuzil, 2023). In customer experience, consumers are emotionally
engaged in every activity, resulting in unique and impressive experiences and a desire to return.
Rusmahafi and Wulandari (2020) stated that customer value influences customer loyalty. Utama, Kosasih,
and Trisnawati, 2021) mentioned that customer value affects customer loyalty and customer satisfaction, where
customer satisfaction also affects customer loyalty. Pei et al. (2020); Kim and Kim (2022) stated that customer
experience influences customer satisfaction. Ozkan et al. (2020) mentioned that customer satisfaction affects
customer loyalty; Zaid and Patwayati (2021) stated that customer experience significantly and positively influences
customer satisfaction and loyalty.
A phenomenon regarding customer satisfaction and loyalty occurred at one restaurant, Papa Tuna, which
offers a variety of highly demanded menu items but the absence of papa tuna branches makes it difficult for
customers in other areas to enjoy their products easily. Additionally, the problem regarding customer satisfaction at
Restaurant Papa Tuna is the need to improve service quality. Service quality still needs to be improved, such as lack
of friendliness from Restaurant Papa Tuna staff, slow response to customer needs, insufficient number of staff to
serve customers, and lack of employee knowledge. Based on the issues concerning customer satisfaction and loyalty
at Restaurant Papa Tuna, there are still several common problems, including poor service quality and lack of
employee enthusiasm towards customers, leading customers to feel dissatisfied with what they receive. This can
affect the image and reputation of Restaurant Papa Tuna, which is strategically located. Therefore, customer loyalty
is crucial to the business organization or enterprise.

Research Objectives
1. To analyze the influence of customer value on customer satisfaction
2. To analyze the influence of customer experience on customer satisfaction
3. To analyze the influence of customer value on customer loyalty
4. To analyze the influence of customer experience on customer loyalty
5. To analyze the influence of customer satisfaction on customer loyalty
6. To analyze the mediating influence of customer satisfaction on customer value and customer loyalty
7. To analyze the mediating influence of customer satisfaction on customer experience and customer loyalty

THEORETICAL FRAMEWORK

Customer Loyalty
According to Saputri et al. (2022), loyalty is a process involving the thoughts and emotions between
customers and companies that cannot be measured and managed because the thoughts and emotions of each customer
differ, making it difficult to measure or symbolize. According to Febrianti and Beni (2023), customer loyalty is a
psychological characteristic formed by sustained satisfaction related to the emotional bond with the service provider,
leading to relationship trust and consistency.

Customer Satisfaction
According to Kotler and Armstrong (2016), customer satisfaction depends on the estimated product
performance in providing value relative to buyer expectations. According to Tjiptono (2014), customer satisfaction
is the level of someone's feelings after comparing the performance (or results) that customers feel compared to their

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expectations. If performance fails to meet expectations, customers will be dissatisfied. If performance meets
expectations, customers will be satisfied. If performance exceeds expectations, customers will be very satisfied or
happy.

Customer Value
According to Ma'rufah (2023), customer value must be considered in the marketing process. For example,
understanding customer needs and desires can increase demand for the products or services offered and achieve
customer satisfaction.

Customer Experience
Customer Experience can be translated as the result of customer interaction with products, companies, or
other parts of the organization, which elicits reactions (Hasniati, Indriasar, and Sirajuddin, 2021). These experiences
can be encountered through sensory, cognitive, emotional, behavioral, and relational values.

Empirical Studies
Gligor et al. (2020) assessed the effects of supply chain agility on customer value and customer satisfaction,
including the moderating role of customer loyalty, from the perspectives of both business customers (B2B) and end-
customers (B2C). They used multivariate regression analysis to evaluate direct, indirect and conditional effects
across survey responses from 148 senior-level supply chain managers (buyers) (Study 1) and 170 end-customers (i.e.
consumers) (Study 2). The results reveal that supply chain agility retains a direct link to both B2B and B2C’ value
and satisfaction. However, a higher level of customer loyalty reduces the strength of these relationships, signifying
that agility is less important with established customers.
Bu, Jin, and Li (2020) examined how customers prefer community or brand. This paper obtained data
through an online questionnaire survey to test the proposed hypotheses of this study. The findings of this study
indicated that practical and social values not only promote customers to be loyal toward community but also drive
customers to be loyal toward brand and their influence on community loyalty is greater than on brand loyalty, but
entertainment value does not significantly affect community and brand loyalty. The effect of practical and social
values on community loyalty is fully mediated by the effect of brand loyalty, and the effect of practical and social
values on brand loyalty is fully mediated by the effect of community loyalty.
Sumadi et al. (2021) aimed to find evidence of the influence of Sharia Marketing Strategy, Consumer
Satisfaction, and Consumer Confidence. This type of research is quantitative research. The population in this study
are consumers at Naughti Hijab Store. The sampling technique used is using the Slovin formula. The sample in this
study in this amounted to 100 respondents Naughti Hijab Store cunsumers. In this study using four variables, namely
sharia marketing strategy, consumer satisfaction, and consumer confidence as independent variables and consumer
loyalty as the dependent variable. This study uses multiple linear regression analysis method with the help of SPSS.
The results showed that the sharia marketing strategy had a positive and significant effect on consumer loyalty,
consumer satisfaction did not have a positive and significant effect on consumer loyalty, and consumer confidence
had a positive and significant effect on consumer loyalty.

Conceptual Framework

Customer H3
Value (X1)
H6
H1
Customer Customer
H5
Satisfaction (Z) Loyalty (Y)
H2
Customer H7
Experience (X2)
H4

Figure1. Conceptual Framework

Source: Literature Review

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Research Hypotheses
H1: There is an influence of customer value on customer satisfaction.
H2: There is an influence of customer experience on customer satisfaction.
H3: There is an influence of customer value on customer loyalty.
H4: There is an influence of customer experience on customer loyalty.
H5: There is an influence of customer satisfaction on customer loyalty.
H6: Customer satisfaction mediates the influence of customer value on customer loyalty.
H7: Customer satisfaction mediates the influence of customer experience on customer loyalty.

RESEARCH METHOD

Research Approach
The approach in this research is quantitative, as it is presented with numbers. This aligns with Arikunto
(2017) that quantitative research is an approach that heavily relies on numbers, starting from data collection and
interpretation of the data to presenting the results.

Population, Sample Size and Sampling Technique

The research population comprises individuals who have had experiences with or are customers of Papa
Tuna. the sample size will be determined based on the minimum sample calculation. The determination of the
minimum sample size for SEM 108 respondents. In this study, the researcher used simple random sampling. The
sampling criteria used in this research were respondents who had experience or were Papa Tuna customers who
comes at least twice a week to Papa Tuna.

Data Collection Method

Data collection techniques are used to collect data according to the research procedure to obtain the required
data. According to Sugiyono (2017), data collection techniques are the most strategic steps in research because the
main goal of research is to collect data. The data collection technique in this research uses a questionnaire. In this
research, the questionnaire is measured using scales. The measurement scale used in this research is the Likert scale.
Scoring on this scale starts from 1 (one) to 5 (five).

Operational Definition and Measurement of Research Variable

Table 1. Operational Definition
Variable Definition Indicators
Customer Value Customer value must be considered in 1. Cost value
the marketing process, such as 2. Functional value
understanding customer needs and 3. Symbolic value
desires to increase demand for 4. Emotional value
products or services. (Sudiyono, Utomo, and Severesia, 2022)
Customer Experience Customer experience is an internal and 1. Sensory Dimension
subjective customer response as a 2. Emotional Dimension
result of direct or indirect interactions 3. Behavioral Dimension
with the company. 4. Intellectual Dimension
5. Relational Dimension
( Sudiyono, Utomo, and Severesia, 2022)
Customer Satisfaction Customer Satisfaction is the level of 1. Expectations
someone's feelings after comparing the 2. Performance
performance (or results) that 3. Comparison
customers feel compared to their 4. Confirmation Discrepancy
expectations. (Utama, Kosasih, and Trisnawati, 2021)
Customer Loyalty Customer Loyalty is the number of 1. Regular repeat purchases
customers who repurchase from a 2. Purchase across product/service lines
particular brand, so the benchmark for 3. Recommend to other
loyal customers is the intensity of 4. Demonstrates on immunity to the full of
competition

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repurchases made, not how much they (Utama, Kosasih, and Trisnawati, 2021)
buy at one time.

Data Analysis Method

Measurement Model (Outer Model)
The outer model, also known as the outer relation or measurement model, defines how each indicator block
relates to its latent variable. The outer model is used to assess the validity and reliability of the model. Validity testing
is conducted to determine the ability of the research instrument to measure what should be measured. Meanwhile,
reliability testing is used to measure the consistency of the measuring instrument in measuring a concept or can also
be used to measure the consistency of respondents in answering statement items in the questionnaire or research
instrument.

The Structural Model (Inner Model)

The structural model (inner model) is a structural model used to predict causal relationships between latent
variables. Through the bootstrapping process, T-statistic test parameters are obtained to predict the existence of
causal relationships. The structural model (inner model) is evaluated by looking at the percentage of variance
explained by the R2 value for dependent variables using the Stone-Geisser Q-square test and also by examining the
magnitude of its structural path coefficients.

RESULT AND DISCUSSION

Result
Evaluation of the Outer Model
Convergent validity, discriminant validity, composite reliability, and Cronbach's alpha are four criteria for
measuring the outer model used to evaluate the research's outer model.

Table 2. Convergent Validity

Customer Experience Customer Loyalty Customer Customer Value
(X2) (Y) Satisfaction (Z) (X1)
CE1 0,858
CE2 0,853
CE3 0,837
CE4 0,772
CE5 0,854
CL1 0,830
CL2 0,814
CL3 0,778
CL4 0,806
CS1 0,875
CS2 0,885
CS3 0,882
CS4 0,882
CS5 0,704
CV2 0,789
CV3 0,841
CV4 0,886
CV1 0,845
Source: Data Processed

The results of the outer loading measurement in the reflective indicators show that most of the research indicators
have met the criteria as measurement indicators for the variables, as they have outer loading values exceeding 0.7
(outer loading > 0.7). Therefore, all indicators are considered valid and suitable for use in the subsequent analysis of
this research.

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Table 3. Discriminant Validity
Customer Customer Customer Customer Value
Experience (X2) Loyalty (Y) Satisfaction (Z) (X1)
Customer Experience (X2)
Customer Loyalty (Y) 0,804
Customer Satisfaction (Z) 0,576 0,663
Customer Value (X1) 0,826 0,644 0,579
Source: Data Processed

From the table 3, it is evident that the HTMT ratios for all variables have values below 0.90 (HTMT < 0.90),
indicating that all construct variables possess good discriminant validity. One other way to measure "discriminant
validity" is by examining the value of the "square root of the average variance extracted" (AVE). The recommended
value is above 0.5 (Hair et al., 2019).

Table 4. Average Variance Extracted (AVE)

Average Variance Extracted (AVE)
Customer Value (X1) 0,707
Customer Experience (X2) 0,698
Customer Loyalty (Y) 0,651
Customer Satisfaction (Z) 0,720
Source: Data Processed

From the table 4, all research variables meet the AVE value standard, exceeding 0.5 (AVE > 0.5). The Customer
Value variable shows an AVE value of 0.707, Customer Experience has an AVE value of 0.698, Customer Loyalty
has an AVE value of 0.651, and Customer Satisfaction has an AVE value of 0.720. Considering the AVE values of
each variable, it can be concluded that all variables with an AVE value higher than 0.5 meet the criteria for
discriminant validity. Therefore, each variable demonstrates strong discriminant validity.

Table 5. Composite Reliability

Composite Reliability
Customer Value (X1) 0,906
Customer Experience (X2) 0,920
Customer Loyalty (Y) 0,882
Customer Satisfaction (Z) 0,927
Source: Data Processed

The table 5 presents satisfactory results for composite reliability, showing that the Customer Value variable has a
Composite Reliability value of 0.906, the Customer Experience variable has a Composite Reliability value of 0.920,
the Customer Loyalty variable has a Composite Reliability value of 0.882, and the Customer Satisfaction variable
has a Composite Reliability value of 0.927. These results indicate that all variables exceed the threshold of 0.7,
suggesting that the constructs in this study have high reliability.

Table 6. Cronbach’s Alpha

Cronbach's Alpha
Customer Value (X1) 0,863
Customer Experience (X2) 0,892
Customer Loyalty (Y) 0,822
Customer Satisfaction (Z) 0,902
Source: Data Processed

Based on the data presented, it is evident that the Cronbach's alpha values for each research variable are greater than
0.7. Therefore, it can be concluded that the reliability of all research variables is good, as they have Cronbach's alpha
values above 0.80.

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Evaluation of the Inner Model

Path Coefficient Test

Source: Data Processed

Based on the inner model scheme, it can be explained that the largest path coefficient is indicated by the influence
of Customer Experience (X2) on Customer Loyalty (Y), which is 4.218. The second influence is the effect of
Customer Satisfaction (Z) on Customer Loyalty (Y), amounting to 3.319. The third largest influence is the effect of
Customer Experience (X2) on Customer Satisfaction (Z), which is 2.926. The fourth influence is the effect of
Customer Value (X1) on Customer Satisfaction (Z), measuring 2.523. The fifth influence is the effect of Customer
Value (X1) on Customer Loyalty (Y), which is 0.160. All variables in this model have positive path coefficients, as
indicated by the results. This signifies that the higher the path coefficient from the independent variable to the
dependent variable, the stronger the relationship between the two.

Table 7. Coefficient of Determination (R2)

R Square R Square Adjusted
Customer Loyalty (Y) 0,539 0,526
Customer Satisfaction (Z) 0,331 0,319
Source: Data Processed

Based on the table 7, it can be seen that "the R-Sqaure value for the Customer Satisfaction variable is 0.331. The
acquisition of this score explains that the percentage of Customer Value and Customer Experience, in influencing or
explaining the Customer Loyalty variable is 33.1%. The R-Square result of the Customer Loyalty variable is 0.539.
The acquisition of this score explains that the percentage of Customer Value, Customer Experience and Customer
Satisfaction in influencing or explaining the Customer Loyalty variable is 53.9%.

Q-Square
The calculated Q-Square value is 0.368. This finding indicates that the research model explains 36.8% of
the variation present in the data. The remaining 63.2% is explained by factors outside the scope of this study.
Therefore, this finding suggests that the applied study model has a high level of fit.

Table 8. F-Square Test

F-Square
Customer Value (X1)->Customer Satisfaction (Z) 0,054
Customer Experience (X2)->Customer Satisfaction (Z) 0,080
Customer Value (X1)->Customer Loyalty (Y) 0,000
Customer Experience (X2)->Customer Loyalty (Y) 0,256
Customer Satisfaction (Z)->Customer Loyalty (Y) 0,119
Source: Data Processed

According to table 8, it is found that the f-square value for the Customer Value variable towards Customer
Satisfaction is 0.054, which is above 0.02 and categorized as a weak effect. The f-square value for the Customer
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Experience variable towards Customer Satisfaction is 0.080, also above 0.02 and categorized as a weak effect. The
f-square value for the Customer Value variable towards Customer Loyalty is 0.000, which is above 0.02 and
categorized as a weak effect. The f-square value for the Customer Experience variable towards Customer Loyalty is
0.256, which is above 0.15 and categorized as a moderate effect. Finally, the f-square value for the Customer
Satisfaction variable towards Customer Loyalty is 0.119, which is above 0.02 and categorized as a weak effect.

Table 9. Hypothesis Testing

T Statistic P Values
Customer Value (X1) -> Customer Satisfaction (Z) 2,523 0,012
Customer Experience (X2) -> Customer Satisfaction (Z) 2,926 0,004
Customer Value (X1) -> Customer Loyalty (Y) 0,160 0,873
Customer Experience (X2) -> Customer Loyalty (Y) 4,218 0,000
Customer Satisfaction (Z) -> Customer Loyalty (Y) 3,319 0,001
Customer Value (X1) -> Customer Satisfaction (Z) -> Customer Loyalty (Y) 1,787 0,075
Customer Experience (X2) -> Customer Satisfaction (Z) -> Customer Loyalty (Y) 2,406 0,017
Source: Data Processed

The results of the hypothesis testing in this study can be described as follows:
1. The hypothesis testing results indicate that the T statistics value is 2.523 and the P value is 0.012. Since the T
statistic value is greater than the T table value (2.523 > 1.65936), and the P value is 0.012, which is less than the
standard alpha level of 5% (0.012 < 0.05), it shows a significant effect of Customer Value (X1) on Customer
Satisfaction (Z).
2. The hypothesis testing results show that the T statistics value is 2.926 and the P value is 0.004. Since the T
statistic value is greater than the T table value (2.926 > 1.65936), and the P value is 0.004, which is less than the
standard alpha level of 5% (0.004 < 0.05), this indicates a significant effect of Customer Experience (X2) on
Customer Satisfaction (Z).
3. The hypothesis testing results show that the T statistics value is 0.160 and the P value is 0.873. Since the T
statistic value is less than the T table value (0.160 < 1.65936), and the P value is 0.873, which is greater than the
standard alpha level of 5% (0.873 > 0.05), this indicates no significant effect of Customer Value (X1) on
Customer Loyalty (Y).
4. The hypothesis testing results show that the T statistics value is 4.218 and the P value is 0.000. Since the T
statistic value is greater than the T table value (4.218 > 1.65936), and the P value is 0.000, which is less than the
standard alpha level of 5% (0.000 < 0.05), this indicates a significant effect of Customer Experience (X2) on
Customer Loyalty (Y).
5. The hypothesis testing results show that the T statistics value is 3.319 and the P value is 0.001. Since the T
statistic value is greater than the T table value (3.319 > 1.65936), and the P value is 0.001, which is less than the
standard alpha level of 5% (0.001 < 0.05), this indicates a significant effect of Customer Satisfaction (Z) on
Customer Loyalty (Y).
6. The hypothesis testing results show that the T statistic value is 1.787 and the P-Value is 0.075. Since the T
statistic value is greater than the T table value (1.787 > 1.65936) and the P value is 0.075, which is greater than
the standard alpha level of 5% (0.075 > 0.05), this indicates no mediating effect ofCustomer Satisfaction (Z) on
the relationship between Customer Value (X1) and Customer Loyalty (Y).
7. The hypothesis testing results indicate that the T statistic value is 2.406 and the P-Value is 0.017. Since the T
statistic value is greater than the T table value (2.406 > 1.65936) and the P value is 0.017, which is less than the
standard alpha level of 5% (0.017 < 0.05), this suggests that there is a significant mediating effect of Customer
Satisfaction (Z) on the relationship between Customer Experience (X2) and Customer Loyalty (Y).

Discussion
The Influence of Customer Value on Customer Satisfaction.
The hypothesis testing results indicate a significant effect of Customer Value (X1) on Customer Satisfaction
(Z). Customer value has a significant influence on customer satisfaction at Papa Tuna’s restaurant, as the value
perceived by customers encompasses various aspects, such as food quality, service, restaurant ambiance, and pricing
that aligns with the overall experience (Krisnawati, Pratiwi, and Pramayuda, 2021). When customers feel that the
value they receive is greater than the costs incurred, it leads to a higher sense of satisfaction (Sari and Farida, 2024).
In the context of Papa Tuna’s, ensuring that every element of the customer experience—from the taste of the dishes

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to interactions with the staff—delivers high value can directly enhance customer satisfaction and loyalty (Febrianti
and Beni, 2023). Furthermore, the concept of customer value in restaurants like Papa Tuna’s not only includes
product quality but also how the service is communicated and delivered to customers (Mukuan, Mandey, and
Tampenawas, 2023). Research shows that restaurants focusing on understanding customers' needs and desires can
create more personalized and memorable experiences (Violeta, 2023). For example, Papa Tuna’s could offer special
promotions, actively listen to customer feedback, and adjust the menu to align with local preferences. Such strategies
allow customers to feel valued and foster the creation of added value that positively impacts their satisfaction (Kotler
and Keller, 2016). Additionally, the influence of customer value on satisfaction at Papa Tuna’s not only affects
customer loyalty but also encourages positive word-of-mouth (Krisnawati, Pratiwi, and Pramayuda, 2021). When
customers perceive that the restaurant provides better value than competitors, they are more likely to recommend it
to friends and family, ultimately enhancing the restaurant's image and reputation. Therefore, by continuously
improving customer value, Papa Tuna’s can create a more loyal customer base that sustainably contributes to the
restaurant's business success (Maharani and Susanti, 2023).

The Influence of Customer Experience on Customer Loyalty

The hypothesis testing result indicates a significant effect of Customer Experience (X2) on Customer
Satisfaction (Z). Customer experience plays a significant role in shaping customer satisfaction at Papa Tuna’s
restaurant. In this context, customer experience encompasses all interactions that customers experience while
enjoying the restaurant’s services, ranging from the atmosphere of the venue, service speed, to the quality of the
dishes served (Tanoto et al., 2022). Each of these elements contributes significantly to shaping customers'
perceptions of the overall quality of the restaurant (Krisnawati, Pratiwi, and Pramayuda, 2021). When customer
experience is optimally designed and able to meet or even exceed customer expectations, it enhances positive
perceptions that ultimately influence customer satisfaction levels (Jenia, Sukardi, and Randy, 2020). Customer
satisfaction is a comprehensive evaluation by customers of the experiences they receive at Papa Tuna’s. This
satisfaction is influenced not only by the quality of products and services but also by the atmosphere created by the
restaurant (Hidayat and Nuzil, 2023). A comfortable restaurant ambiance, responsive service speed, and friendly
staff attitudes can create a delightful dining experience for customers (Evelyna, 2022). In this case, customer
experience acts as a catalyst that strengthens positive impressions, thereby increasing the likelihood that customers
will feel satisfied with the services received (Tjiptono, 2014). Furthermore, the significant influence of customer
experience on customer satisfaction indicates that the interaction between customers and Papa Tuna’s is not merely
a transactional one, but rather a journey filled with emotional value (Rusmahafi and Wulandari, 2020). The positive
experiences provided by the restaurant will make customers feel valued and appreciated, which ultimately
encourages the development of customer loyalty (Kim and Kim, 2022). Thus, enhancing customer experience not
only contributes to increasing customer satisfaction but also plays an important role in creating long-term
relationships between the restaurant and its customers (Utama, Kosasih, and Trisnawati, 2021).

The Influence of Customer Value on Customer Loyalty

The hypothesis testing result indicates no significant effect of Customer Value (X1) on Customer Loyalty
(Y). Customer value, which reflects customers' perceptions of the benefits received compared to the costs incurred,
is often regarded as a key factor influencing customer loyalty (Pei et al., 2020). However, in the context of customers
at Papa Tuna’s restaurant, research findings indicate that customer value does not have a significant impact on
customer loyalty (Ozkan et al., 2020). This suggests that even if customers feel that the value they receive is
commensurate with or exceeds the costs incurred, it does not necessarily drive them to remain loyal or return to the
restaurant (Evelyna, 2022). Other factors, such as the quality of experience, atmosphere, and emotional connection
with the brand, may have a greater influence on their decision to return (Zaid and Patwayati, 2021). The
insignificance of the impact of customer value on customer loyalty may be attributed to the diverse preferences and
needs of customers (Irvansyah, 2020). Some customers may prioritize the quality of the experience over the
economic value received (Darim, 2020). At Papa Tuna’s restaurant, customers might emphasize other aspects, such
as menu innovation, unique flavors, or the dining atmosphere offered, rather than merely assessing the price relative
to food quality (Muniarty, 2022). Therefore, the value perceived by customers from the perspective of price and
quality alone is insufficient to guarantee their loyalty (Piranda, Sinaga, dan Putri, 2022). In other words, although
customer value is an important element in maintaining customer satisfaction, it does not automatically contribute to
the formation of loyalty at Papa Tuna’s restaurant (Manus, Soegoto, and Rogi, 2023). Customer loyalty appears to
be more influenced by emotional factors and holistic experiences, such as attachment to the brand and the restaurant's
ambiance, which may not be directly explained by value perception (Saputri et al., 2022). These findings suggest

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that loyalty enhancement strategies need to focus more on improving emotional aspects and customer experiences
rather than merely emphasizing financial value improvements (Kotler and Keller, 2016).

The Influence of Customer Experience on Customer Loyalty

The hypothesis testing result indicates a significant effect of Customer Experience (X2) on Customer
Loyalty (Y). Customer experience plays a significant role in shaping customer loyalty at Papa Tuna’s restaurant
(Sutedjo, 2023). Customer experience encompasses the entire interaction and perceptions felt by customers during
their time at the restaurant, including the service provided by the staff, food quality, comfort of the atmosphere, and
service speed (Febrianti, 2023). When this experience is well-managed and meets or exceeds customer expectations,
it creates a positive impression that encourages a desire for repeat visits (Sutedjo, 2023). Consistent and satisfying
experiences not only enhance the feeling of satisfaction but also strengthen customers' emotional attachment to the
brand, ultimately fostering loyalty (Rova and Suriadi, 2023). The significant influence between customer experience
and customer loyalty can be seen in the ability of positive experiences to create deeper bonds between customers
and the restaurant (Sulistyaningrum, Widowati, and Budiarto, 2022). At Papa Tuna’s, friendly interactions, an
appealing atmosphere, and high-quality food can create a sense of comfort and satisfaction that goes beyond mere
transactional relationships (Tjiptono, 2014). A delightful dining experience provides added value that is difficult for
competitors to match, making customers more likely to remain loyal and recommend the restaurant to others (Asti
and Ayuningtya, 2020). This indicates that loyalty is formed not only from functional aspects but also from emotional
aspects obtained through meaningful experiences (Kotler and Armstrong, 2016). Therefore, a well-designed
customer experience plays a crucial role in building long-term loyalty at Papa Tuna’s restaurant (Sulistyaningrum,
Widowati, and Budiarto, 2022). When customers have memorable experiences, they are more inclined to return
because they feel they receive more value than just a meal at the venue (Kotler and Keller, 2016). This makes
customer experience a key factor driving loyalty, where positive experiences strengthen the relationship between
customers and the restaurant and influence their decisions to continue patronizing it in the future (Utama, Kosasih,
and Trisnawati, 2021). This strategy can provide a competitive advantage for the restaurant in maintaining market
share and increasing profitability through higher customer loyalty (Sudrajat, 2023).

The Influence of Customer Satisfaction on Customer Loyalty

The hypothesis testing result indicates a significant effect of Customer Satisfaction (Z) on Customer Loyalty
(Y). Customer satisfaction has a significant impact on customer loyalty at Papa Tuna’s restaurant. Customer
satisfaction is the result of customers' evaluations of the experiences they have after receiving services or products
from the restaurant (Ma'rufah, 2023). When customer expectations are met or even exceeded, they feel satisfied with
the overall experience received. This level of satisfaction ultimately plays a crucial role in determining whether the
customers will return to the restaurant in the future or choose to try other alternatives (Kotler and Keller, 2016). In
the context of Papa Tuna’s, the higher the level of satisfaction felt by customers, the greater their tendency to remain
loyal and consider the restaurant as their primary choice (Utama, Kosasih, and Trisnawati, 2021).The significant
influence between customer satisfaction and customer loyalty can be explained through the theory of disconfirmation
of expectations, which states that if the services or products received exceed customer expectations, a high level of
satisfaction will be formed (Putri, Suhartono, and Kristanti, 2023). This satisfaction then evolves into loyalty when
customers feel that the positive experiences are consistent and repeated (Aryanatha, 2022). At Papa Tuna’s, elements
such as food quality, service speed, and a comfortable atmosphere play an essential role in creating sustainable
satisfaction (Evelyna, 2022). When customers consistently feel satisfied, they develop a deeper emotional attachment
to the restaurant, ultimately fostering loyalty (Tjiptono and Diana, 2020). Thus, high customer satisfaction is a key
factor in building customer loyalty at Papa Tuna’s (Chikazhe, Makanyeza, and Chigunhah, 2021). The satisfaction
felt by customers not only makes them want to return but also increases their likelihood of recommending the
restaurant to others. This indicates that maintaining and enhancing customer satisfaction is an effective strategy for
creating long-term loyalty (Hasniati, Indriasar, and Sirajuddin, 2021). Therefore, to sustain customer loyalty, the
restaurant must ensure that every aspect of the services and products provided consistently meets or exceeds customer
expectations (Sudiyono, Utomo, and Severesia, 2022).

The Influence of Customer Satisfaction on Customer Loyalty Mediated by Customer Satisfaction

The hypothesis testing result indicates no mediating effect of Customer Satisfaction (Z) on the relationship
between Customer Value (X1) and Customer Loyalty (Y). Customer satisfaction does not always function as a
mediator between customer experience and customer loyalty among customers at Papa Tuna’s restaurant (Bu, Jin,
and Li, 2020). Although customer satisfaction is often seen as an important factor influencing loyalty, there are

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situations where high satisfaction does not directly result in equivalent loyalty (Krisnawati et al., 2021). This
indicates that customers may feel satisfied with their experience, but that does not guarantee they will choose to
return to the restaurant (Gligor et al., 2020). In this context, other factors also play a role in customer loyalty
decisions, such as personal preferences, changing needs, or the emergence of more attractive alternatives in the
market (Sudiyono, Utomo, and Severesia, 2022). This situation may arise from the difference between customer
experience and expectations. A satisfying experience does not always mean that customers will prioritize it in the
future (Ozkan et al., 2020). At Papa Tuna’s restaurant, for example, customers may be satisfied with the food and
service provided; however, external factors such as promotions from competing restaurants or recommendations
from friends can influence their decision not to return (Tanoto et al., 2022). In this case, perceived satisfaction is not
sufficient to create a strong bond between customers and the restaurant, considering that loyalty is also influenced
by other variables beyond satisfaction (Rusmahafi and Wulandari, 2020). Therefore, to ensure that customer
satisfaction can contribute to loyalty, Papa Tuna’s restaurant needs to do more than just improve service and product
quality (Evelyna, 2022). Management should consider a more holistic strategy to build strong relationships with
customers, including efforts to enhance emotional attachment and provide unique experiences that differentiate the
restaurant from competitors (Hidayat and Nuzil, 2023). In this regard, focusing solely on customer satisfaction is not
enough, and a broader approach is needed to create lasting loyalty among customers (Tjiptono, 2014).

The Influence of Customer Experience on Customer Loyalty Mediated by Customer Satisfaction

The hypothesis testing result indicate a significant mediating effect of Customer Satisfaction (Z) on the
relationship between Customer Experience (X2) and Customer Loyalty (Y). Customer satisfaction can serve as an
effective mediator between customer experience and customer loyalty among customers at Papa Tuna’s restaurant
(Kotler and Keller, 2016). In this context, customer experience encompasses all interactions that customers undergo
during the service process, such as food quality, service speed, and the restaurant's atmosphere (Piranda, Sinaga, and
Putri, 2022). When customers have a positive experience, it is likely to enhance their satisfaction levels (Utama,
Kosasih, and Trisnawati, 2021). High customer satisfaction, in turn, becomes a key factor encouraging customers to
remain loyal and return to the restaurant. Thus, customer satisfaction acts as a bridge connecting the quality of
experience with customer loyalty (Zaid and Patwayati, 2021). The mediating role of customer satisfaction can be
explained through the evaluation process that customers undergo after experiencing the service (Manus, Soegoto,
and Rogi, 2023). If customer experience has a positive impact, customers will feel satisfied, leading to increased
loyalty (Muniarty, 2022). At Papa Tuna’s restaurant, good interactions between staff and customers, as well as
satisfying food quality, will enhance customer satisfaction (Kotler and Keller, 2016). Conversely, negative
experiences can reduce satisfaction levels and, as a result, decrease the likelihood of customers returning. Therefore,
customer satisfaction strengthens the relationship between customer experience and customer loyalty (Irvansyah,
2020). Thus, Papa Tuna’s restaurant needs to focus on improving customer experience to achieve high satisfaction
levels, which will subsequently drive customer loyalty (Utama, Kosasih, and Trisnawati, 2021). Understanding that
customer satisfaction is an important mediator enables restaurant management to develop more effective strategies
for creating satisfying customer experiences (Kotler and Keller, 2016). These strategies may include staff training,
enhancing product quality, and developing an appealing restaurant atmosphere (Kotler and Armstrong, 2016). In this
way, the restaurant can not only improve customer satisfaction but also ensure their long-term loyalty (Sudrajat,
2023).

CONCLUSION AND RECOMMENDATION

Conclusion
1. Customer value has a significant effect on customer satisfaction.
2. Customer experience has a significant effect on customer satisfaction.
3. Customer value does not have a significant effect on customer loyalty.
4. Customer experience has a significant effect on customer loyalty.
5. Customer satisfaction has a significant effect on customer loyalty.
6. Customer satisfaction does not serve as a mediator between customer value and customer loyalty.
7. Customer satisfaction can serve as a mediator between customer experience and customer loyalty

Recommendation
Recommendations for improving performance are provided based on the discussion analysis and other

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findings from this study:
1. Increasing Customer Value through Food Quality and Loyalty Program,
2. Enhancing Customer Experience with Friendly Service, Restaurant Atmosphere, and Unique Dining Experience
3. Focusing on Customer Satisfaction with Customer Feedback and Flexible Menu Availability
4. Utilizing Customer Satisfaction as a Mediator with Birthday Programs including Social Media and
Communication
5. Implementing Effective Marketing Strategies through Experience-Based Promotions and Partnerships with
Influencers
6. Continuous Market Research through Competitor Analysis and Menu Innovation

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