ABSTRAK Abstrak Karya Akhir Diserahkan kepada Panitia Komisi Ujian Untuk Mendapatkan Gelar Magister Manajemen pada Program Pasca Sarjana Universitas Syiah Kuala PENGARUH ELEMEN BAURAN PEMASARAN JASA TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA LOYALITAS KONSUMEN WARUNG KOPI DI BANDA ACEH Oleh: ASRUL AMRI ANSHARI NIM: 1309200020061 Konsentrasi : Manajemen Umum Pembimbing Utama : Prof. Dr. Jasman J. Ma’ruf, SE, MBA Pembimbing Pembantu : Dr. Sulaiman, SE, MM Penelitian ini bertujuan untuk menganalisis pengaruh elemen bauran pemasaran jasa terhadap kepuasan konsumen serta dampaknya pada loyalitas konsumen warung kopi di Banda Aceh. Elemen bauran pemasaran jasa yang dimaksudkan terdiri dari people, physical evidence dan process. Data dikumpulkan dengan cara mendistribusikan kuesioner kepada 213 orang konsumen dari 17 warung kopi di Banda Aceh. Kemudian data dianalisis dengan menggunakan peralatan statistik structural equation model (SEM)-AMOS. Penelitian menemukan bahwa people, physical evidence dan process berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas konsumen warung kopi. Kepuasan memediasi pengaruh tiga variabel eksogen tersebut terhadap loyalitas konsumen. Efek mediasi yang dimaksudkan adalah parsial mediasi. Kata Kunci : Loyalitas Konsumen, Kepuasan Konsumen, People, Physical Evidence dan Process ABSTRACT Abstract of Final Paper Submitted to The Examination Committee in Partial Fulfillment of The Requirements for The Degree of Master of Management on Graduated Program of Syiah Kuala University EFFECT OF THE ELEMENT OF SERVICES MARKETING MIX ON CUSTOMER’S SATISFACTION AND IT IMPACT ON CUSTOMER LOYALTY OF COFFEE SHOP IN BANDA ACEH By : ASRUL AMRI ANSHARI SN. 1309200020061 Supervisor : Prof. Dr. Jasman J. Ma’ruf, SE, MBA Co-Supervisor : Dr. Sulaiman, SE, MM The study aims to investigate the effect of the element of services marketing mix on customer’s satisfaction and it impact on customer loyalty of Coffee shop in Banda Aceh. The element of services marketing mix is consist of people, physical evidence and process. The data collection is conducted by distributing the questionnaire to 213 customers of the Coffee shop in Banda Aceh. Then, the data was analyzed by statistical means of structural equation model (SEM)-AMOS. The study found that the people, physical evidence and process have a positive and significant effect on the customer’s satisfaction and loyalty. The customer’s satisfaction mediates the effect of the three exogenous variable on customer’s loyalty. The mediation effect is a partial mediating. Keywords : Consumer’s Loyalty, Consumer’s Satisfaction, People, Physical Evidence and Process