The Effect of Service Quality on Consumer Loyalty with Consumer Satisfaction as a Moderation Variable at Banyuwangi

The purpose of this research is to obtain some information and analyze the influence of service quality on consumer loyalty with consumer satisfaction as a moderation variable in Banyuwangi coffee shops. The population in this study is all consumers who make purchases at least twice at the Teapot Coffee Shop. The sample in this study required 91 respondents. The sample criteria needed are consumers who have made a purchase at least twice and are 17 years old and over. Sampling using purposive sampling technique. Respondent data was collected from questionnaires directly. Data analysis techniques using PLS-based SEM (Structural Equation Modeling) (Partial Least Square) with the help of smart PLS applications.  The results of this study show that Service Quality has a positive and significant effect on Consumer Loyalty at Teko Banyuwangi Coffee shop. Meanwhile, Consumer Satisfaction has a positive and insignificant influence on Consumer Loyalty of Teko Banyuwangi Coffee Shop.

The purpose of this research is to obtain some information and analyze the influence of service quality on consumer loyalty with consumer satisfaction as a moderation variable in Banyuwangi coffee shops.The population in this study is all consumers who make purchases at least twice at the Teapot Coffee Shop.The sample in this study required 91 respondents.The sample criteria needed are consumers who have made a purchase at least twice and are 17 years old and over.Sampling using purposive sampling technique.Respondent data was collected from questionnaires directly.Data analysis techniques using PLS-based SEM (Structural Equation Modeling) (Partial Least Square) with the help of smart PLS applications.The results of this study show that Service Quality has a positive and significant effect on Consumer Loyalty at Teko Banyuwangi Coffee shop.Meanwhile, Consumer Satisfaction has a positive and insignificant influence on Consumer Loyalty of Teko Banyuwangi Coffee Shop.

INTRODUCTION
Micro industry is one type of industry that contributes a lot to the country's economy.Based on data obtained from the Ministry of Cooperatives and Small and Medium Enterprises as of March 2021, the number of micro industries in Indonesia is 64.2 million which contribute to gross domestic product of 61.07%(Ministry of Finance, 2021).One type of micro industry that contributes to gross domestic product is coffee shops.Therefore, business people must be able to provide quality service and satisfy their consumers.In addition, drinking coffee in coffee shops has become a habit of Indonesian people, not only drinking coffee, but usually coffee shops are also the destination of certain activities, such as meeting with clients, as a place for socialization, or as a place of learning for students and students.
Banyuwangi is one of the cities in East Java Province that has people with various social, economic, work and educational backgrounds.Activities that are so dense make people want to rest for a while.Teko Coffee is one of the coffee shops located in Gitik Rogojampi, Banyuwangi which has started its business from 2018 until now.Based on the data obtained that the number of visitors to the Teko Coffee Shop is quite a lot when compared to other shops in the Rogojampi area of Banyuwangi.The Teapot Coffee Shop experienced an upward trend from October 2021 to November 2021 the number of visitors to Teapot Coffee from 1,521 to 1,543, from November 2021 to January 2022 decreased to 1,498 visitors, in January 2022 to May 2022 it steadily increased visitors to 1,714 visitors.However, in the last 4 months of June 2022 to September 2022, the number of visitors to the Teapot Coffee Shop often experienced a continuous decrease in visitors.The problem experienced by the Teapot Coffee Shop is indicated by the problem of consumers not visiting the Teapot Coffee Shop again, meaning that loyalty from consumers is less or tends to decrease.Consumer loyalty is evidence of one's loyalty to a product, both certain goods and services.Consumer loyalty is the willingness to continue to subscribe in the long term, by using their goods and services continuously and voluntarily recommending to others (Sofiati et al., 2018).Therefore, service quality is one of the important factors that affect 1.300 1.400 1.500 1.600 1.700 1.800 Jumlah Pengunjung consumer loyalty.Service quality is how far the difference between reality and consumer expectations of the service obtained.
Source: Data processed from Teapot Coffee Shop Figure 2. Consumer complaints about the quality of service of teapot coffee shops.
Based on data complaints from 50 consumers above about the quality of service at the Teapot Coffee shop.There are results that infrastructure facilities that still need to be improved a lot with complaints by (21.4%), to long order waiting times that cause consumers to feel bored with complaints by (21.4%), unsatisfactory presentation of consumers who are squeezed by consumers is less in serving (16.1%), inconsistent coffee taste makes consumer loyalty of coffee lovers felt less (16.1%), cleanliness of teapot coffee which is still not optimal due to waste circulation that has not been well managed (14.3%), and regarding employee friendliness in serving that needs to be improved again (10.7%).Service quality must be a concern for Kopi Teko to increase customer satisfaction in order to create consumer loyalty.According to Ibrahim and Thawil (2019), service quality can motivate to commit to certain products and services to improve company performance.To maintain service quality, satisfaction is an important factor in maintaining in accordance with market needs.
According to the results of research conducted by Martin et al., 2020) states that there is an influence of service quality on customer loyalty.As well as the results of research conducted Yuni Inawati et al., 2021) stated that the quality of service has a significant effect on consumer loyalty, and stated that the company should always improve the quality of service to consumers, Powered by Kumalaningrum et al., 2016), The higher the quality of service, the higher the customer loyalty.However, the results of the study are contrary to the research conducted by (Agiesta et al., 2021) which states the quality of service actually negatively affects consumer loyalty, in line with the findings (Octavia, 2019), Service quality does not have an impact on consumer loyalty, where if the quality of service increases it does not affect consumer loyalty.According to Likumahwa, 2020) Service quality has not been shown to significantly affect customer loyalty.

Research Gap
Result Research

There are differences in the results of research on the Effect of Service Quality on Consumer Loyalty
There is a positive influence 1. Martin dan Hamali (2020) 2. Kumalaningrum, et al (2016) 3. Yuni Inawati et al, (2021) There are negative influences 1. Agiesta, et al., (2021) 2. Octavia (2019) 3. Likuhmahwa (2020) Therefore, one of the variables that can affect loyalty is the moderator variable which is a variable that can strengthen or weaken the relationship between the independent variable and the dependent variable.Moderator variables are a type of variable that has an influence on the direction or nature of the relationship between variables.The direction of that relationship can be positive or negative depending on those moderator variables.Therefore, moderator variables are also referred to as contingency variables.As with any research conducted.Kotler and Keller in Rofiah & Wahyuni (2017) Stating that the quality of service affects and consumer satisfaction will shape the interest in buying or reusing a product.
The variable moderation of consumer satisfaction is the cognitive situation of buyers related to commensurability (suitability / pleasure) or incommensurability (displeasure) of the results obtained compared to the sacrifices that Tjiptono has made in Ibrahim and Thawil (2019).When one's satisfaction is realized in accordance with what is expected, it will be beneficial for a company and consumer loyalty becomes one of the successes of consumer satisfaction from the teapot coffee shop itself.Companies will get many benefits by achieving a high level of satisfaction, which can not only increase consumer loyalty but also can prevent consumer turnover, reduce consumer sensitivity to prices, reduce the cost of marketing failures, reduce operating costs caused by increasing numbers, increase advertising effectiveness, and increase business hassle.
Several studies on the effect of service quality on consumer loyalty moderated by satisfaction variables have been conducted.Likumahwa (2020) states that there is a positive and significant influence between the quality of service on loyalty through satisfaction or the quality of service affects loyalty with satisfaction as a moderating variable.Powered by Carolleta & Elpanso (2022) that customer satisfaction moderates the effect of service quality on BTN Syariah customer loyalty.The purpose of this research is to obtain some information and analyze the influence of service quality on consumer loyalty with consumer satisfaction as a moderation variable in Banyuwangi coffee shops.

Quality of Service (X)
Service quality is "the expected level of excellence and control over that level of excellence to meet consumer desires".The dimensions used are: a. Direct evidence (Tangibles) (X1) has the following indicators: 1) Convenient faility; 2) Neat appearance of employees; 3) Equipment used to serve the presentation to consumers in good condition.b.Reliability (X2).There are 2 indicators used, namely: 1) Dexterous employees; 2) The accuracy of employees performing transaction recording services.c.Empathy (Emphaty) (X3) There are 2 indicators used, namely: 1) Meeting consumer needs (X3.1); 2) Perform services equal / do not discriminate consumers (X3.2).

Consumer Loyalty (Y)
According to Hidayat in Rahayu & Harsono (2023) Consumer loyalty is a consumer's commitment to a market based on a positive attitude and reflected in consistent repeat purchases.Indicators of consumer loyalty according to Kotler and Keller in Mariyatni et al. (2022) are as follows: 1) Repeat purchase, namely loyalty in purchasing products (Y1); 2) Retention, namely resistance to negative influences about the company (Y2); 3) Referrals are referring the total existence of the company (Y3).

Customer Satisfaction (Z)
According to Kotler in Novitasari (2021) said that consumer satisfaction is the level of a person's feelings after comparing the product performance he feels with his expectations.Consumer satisfaction indicators, Hawkins and Lonney quoted in Tjiptono (2015) consumer satisfaction indicators consist of: 1) Fulfillment of consumer expectations (Z1); 2) Satisfaction with facilities (Z2); 3) Satisfaction with service (Z3).

The Effect of Service Quality on Consumer Loyalty
According to Lupiyoadi &; Hamdani (2009) in (Safitri &;Nurkhin, 2019).Interpreting service quality as an effort to meet consumer needs and desires and the accuracy of its delivery in balancing consumer expectations.Service quality determines the corporate image (company) which in turn can affect the quality that can be perceived by consumers.If the quality of service provided by the company is in accordance with expectations and performance, consumers will be happy because the expectations and performance of the service are good and consumer loyalty will directly arise in the company Tjiptono in Putra et al. (2021) Service quality is the level of perfection expected for that perfection to meet consumer desires.Consumers are often disloyal due to poor service or service quality that is declining than expected by consumers.According to the results of research conducted by (Prasetyo, 2017) states that the hypothesis that "quality of service directly affects loyalty" is accepted.H1: It is suspected that there is a significant positive influence between service quality and consumer loyalty at Kedai Kopiteko Banyuwangi

The Effect of Consumer Satisfaction as a Moderation Variable Between Service Quality and Consumer Loyalty
According to Kotler in Novitasari (2021) said that consumer satisfaction is the level of a person's feelings after comparing the performance of the product he feels with his expectations.In the world of services, two types of consumers are known, namely loyal consumers because they are satisfied with the services they receive and consumers who change services because they hope to find better services, according to (Jones &;Sasser, 1995;Koskela, 2002) in Ismadi (2022).According to Novitasari (2021) in his research, which must always increase Consumer Satisfaction in an effort to create loyal consumers, loyal consumers are those who use or repurchase products/services or the same, only consider the same business and do not seek information about other similar businesses at all.However, before the company reaches the stage of customer satisfaction and loyalty, the company must pay attention to the quality of service.This is because satisfaction is the key to the company to form consumer loyalty, besides that satisfactory service quality can also create consumer loyalty.According to Carolleta & Elpanso (2022) in their research, Consumer Satisfaction is proven to have a moderating effect on service quality on consumer loyalty, in the results of their research it shows that consumer satisfaction mediates the influence of service quality on consumer loyalty.This means that the better the quality of service of a service, the higher the consumer loyalty through moderation of customer satisfaction.H2: It is suspected that customer satisfaction can moderate between service quality and consumer loyalty at the Kopiteko Banyuwangi shop.
Based on a review of the theoretical basis and previous research, a framework for this research can be compiled which is presented in the following.

METHODOLOGY
The purpose of this research is to obtain some information and analyze the influence of service quality on consumer loyalty with consumer satisfaction as a moderation variable in Banyuwangi coffee shops.The population in this study

RESULT Validity Test
The convergent validity test is completed through analysis of the Loading Factor value of each indicator against its construct with a minimum limit of 0.70.Based on Figure 4, all values > 0.70, so it can be concluded that the measurements have met the convergent validity criteria.2 & 3, there is an original sample value of < 0.70, but has > 0.50 so that it can be concluded that the measurements have met the criteria of convergent validity (Chin in (Trenggonowati, 2018).
In the Service Quality variable, it can be seen that the Outer Loading value obtained from the Original Sample is the largest belonging to the first dimension X1, namely the Tangibles dimension of 0.460.This can happen because tangibles services can increase the impression of consumers who come to visit.To find out the results of convergent validity between indicators and dimensions obtained from the results of Outer Loading.Based on Table 1, the Original Sample value of all constructs has been more than 0.70 so that it can be concluded that the measurements have met the convergent validity criteria and are declared valid.

Reliability Test
A questionnaire can be said to be reliable if the limit of Construct Reliability and Validity: Cronbach's Alpha and Composite Reliability > 0.70.Reliability tests are conducted to measure the consistency of respondents' answers.a) R Square Model accuracy testing or model fit is carried out through several tests.The first test is the R-square, where according to Ghozali & Latan, a value of 0.750 can be known that the model is strong, the value of 0.500 is known to be quite moderate model, and if the value of 0.250 the model is weak.In Table 4.10 it can be known that the R2 value of variable Y is 0.591, so it can be said that the model is medium.It can also be known that 59.1% of Consumer Loyalty is influenced by Service Quality variables, while the remaining 40.9% is influenced by other variables.

b) Q Square
Prediction Relevance (Q²) or Stone-Geisser's test is performed to validate the model's predictive ability.Table 4.10 shows Q² values > 0. So that the predictive ability of the independent variable model X is appropriate and can predict the dependent variable Y.

Fit Model
The results of the Standardized Root Mean Square (SRMR) show a value of 0.114 which is > 0.100, so it is said that the model applied almost obtained a match between the correlations, and the model used was good and appropriate.

Hypothesis Testing
Table 6 From the table above it can be concluded that the hypothesis states : 1. T Test The significant influence of a variable is obtained when the t-statistic value > the t-table value (critical value) at α = 0.05.It can be seen that the ttable is generally 1.96.From Table 6, it can be seen that the t-statistic value of variables X and Z on variable Y is more than 1.96, meaning that there is a significant influence directly between independent variables X and Z on the dependent variable Y.Meanwhile, the moderation effect of variable Z has a tstatistic value of less than 1.96, meaning that variable Z cannot moderate the influence between variable X and variable Y.

P-values
P-values testing is done by comparing the value of the p-values coefficient with t-table (α = 0.05), where alpha is the maximum error rate allowed in a study.The p-values of variables X and Z on variable Y are less than (<) 0.05, meaning that there is a significant influence directly between independent variables X and Z on the dependent variable Y.Meanwhile, the moderation effect of variable Z has a p-value of more than (>) 0.05, meaning that variable Z cannot moderate the influence between variable X on variables.

Original Sample
Original samples are conducted for hypothesis testing.In the output results, the value of the X-> Y hypothesis path coefficient was 0.268 and the Z-> Y hypothesis was 0.550, while the moderation effect of the Z variable was 0.011.It can be seen that all hypotheses have positive original sample values, so that both variables X have a positive effect directly on variable Y.

The Effect of Service Quality on Consumer Loyalty
Based on the results of research analysis shows that service quality has a significant and positive direct influence on consumer loyalty.with a path coefficients of 0.268, and a T-Statistic value of 2.728, it can be said to be Significant (positive).Inawati et al., (2021) Inawati et al., (2021)Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah BTN Syariah Yang Dimoderasi Oleh Variabel Kepuasan" juga menunjukan bahwa statistik kualitas pelayanan berpengaruh signifikan terhadap loyalitas nasabah.dapat diartikan bahwa tingginya tingkat kualitas pelayanan dapat meningkatkan loyalitas konsumen.
The results of this research are in line with the theory put forward by Tjiptono in Putra et al., (2021), If the quality of service provided by the company is in accordance with expectations and performance, consumers will be happy because the expectations and performance of the service are good and consumer loyalty will directly arise in the company.Service quality is the level of perfection expected for that perfection to meet consumer desires.Consumers are often disloyal due to poor service or service quality that is declining than expected by consumers.

The Effect of Consumer Satisfaction Moderates the Effect of Service Quality on Consumer Loyalty
Based on the results of research analysis shows that consumer satisfaction cannot moderate the influence between service quality and consumer loyalty.with path coefficients of 0.011, and T-Statistic value of 0.200, it can be said to be insignificant (positive).
The results of this study are contrary to the results of research conducted by Likumahwa (2020) entitled "Analysis of the Effect of Service Quality on Loyalty with Satisfaction as a Moderation Variable (IndiHome PT.Telekomunikasi Tbk Witel Maluku)" which states that there is a positive and significant relationship between service quality and customer loyalty through customer satisfaction as moderator.
The results of this study are also contrary to what was stated by Novitasari (2021) in his research, which must always increase Consumer Satisfaction in an effort to create loyal consumers, loyal consumers are those who use or repurchase products/services or the same, only consider the same business and do not seek information about other similar businesses at all.However, before the company reaches the stage of customer satisfaction and loyalty, the company must pay attention to the quality of service.This is because satisfaction is the key to the company to form consumer loyalty, besides that satisfactory service quality can also create consumer loyalty Harto et al., (2016)

CONCLUSIONS AND RECOMMENDATIONS
Based on the test results using PLS analysis to examine the effect of Service Quality on Consumer Loyalty with Consumer Satisfaction as a Moderation Variable at the Banyuwangi Kopiteko Shop and some discussion of the results presented, conclusions can be drawn 1) Service Quality can increase Consumer Loyalty of Banyuwangi Kopiteko Shop, This shows that Banyuwangi Kopiteko Shop is able to provide services that include adequate facilities, reliability and have clear service standards for a positive impression in order to maintain consumer loyalty as Banyuwangi Kopiteko Shop Consumers.2) Consumer Satisfaction cannot moderate the relationship of service quality to Consumer Loyalty, Consumer Satisfaction Variables are known to function more dominantly as independent variables (predictors) that directly affect Consumer loyalty.This means that consumers of Teko Banyuwangi Coffee Shop already have high customer satisfaction, so that the existence of good service quality has been able to increase consumer loyalty.
Based on the conclusions above, there are recommendations that can be considered or useful in making decisions to maintain service quality and provide direction and training to employees on reliability and have clear service standards to strengthen consumer loyalty.In addition, it is expected that the company or store considers the use of consumer satisfaction into a marketing strategy because the more consumer expectations are met, the more satisfied consumers will be with the services provided and also consumers will make repeated purchases.

FURTHER STUDY
In this study, Consumer Satisfaction had no effect on moderating the relationship between service quality and consumer loyalty.The author really hopes that further research will be carried out on consumer loyalty from coffee shops.From these activities, we can find out the variables that can affect store consumer loyalty.Then researchers can then use the addition of other variables that affect consumer loyalty or use other objects in the effect of service quality on consumer loyalty with satisfaction as a moderation variable.
Source: Kedai Kopi Teko Figure 1.Data on the Number of Visitors to the Teapot Coffee Shop April 2022-September 2022 (in the number of people)

Figure 4 .
Figure 4. Hasil Pengujian Model PLS An indicator is considered valid as an appropriate measuring instrument if the Outer Loading value > 0.70.To find out the results of convergent validity between indicators and variables obtained from the results of Outer Loading.Based on Table2& 3, there is an original sample value of < 0.70, but has > 0.50 so that it can be concluded that the measurements have met the criteria of convergent validity (Chin in(Trenggonowati, 2018).In the Service Quality variable, it can be seen that the Outer Loading value obtained from the Original Sample is the largest belonging to the first dimension X1, namely the Tangibles dimension of 0.460.This can happen because tangibles services can increase the impression of consumers who come to visit.

Table 1 .
Reasearch Gap between Service Quality Variables to Consumer Loyalty is all consumers who make purchases at least twice at the Teapot Coffee Shop.Sample determination in this study used purposive sampling techniques.The sample criteria needed are consumers who have made a purchase at least twice and are 17 years old and over.Sampling using purposive sampling technique.

Table 3 .
Outer Loading between Indicators with Variables Table 4 shows all values of Construct Reliability and Validity: Cronbach's Alpha and Composite Reliability have coefficients above 0.70, so respondents' answers are declared consistent and the research questionnaire is declared reliable.