Jurnal Sains Sosio Humaniora P-ISSN: 2580-1244 Volume 5 Nomor 2 Desember 2021 E-ISSN: 2580-2305 LPPM Universitas Jambi Halaman | 936 Analysis of Mie Gacoan Customer Loyalty through Customer Experience and Perceived Quality Mellasanti Ayuwardani * , Bagus Yunianto Wibowo dan Nanang Adie Setyawan Jurusan Administrasi Bisnis Politeknik Negeri Semarang Email Korespondensi: mellasantiayuwardani@polines.ac.id ABSTRAK Penelitian ini dilaksanakan untuk mengetahui loyalitas konsumen atau costumer loyalty pegunjung gerai Mie Gacoan melalui customer experience dan perceived quality di masa pandemi covid-19. Responden dalam penelitian ini adalah para pengunjung gerai Mie Gacoan dari pelajar maupun pekerja di kota semarang dengan sampel 100 responden dari keseluruhan populasi. Penelitian ini menggunakan alat analisis faktor konfirmatori dan maximum likehood estimation pada SEM (Structural Equations Modeling) dari paket statistik AMOS 24.0 (Analysis of Moment Structure). Teknik pengumpulan data menggunakan kuesioner dengan insidential sampling. Hasil estimasi parameter sesuai dengan hipotesis bahwa customer experience secara signifikan mempengaruhi costumer loyalty dengan nilai critical ratio (c.r) 4,666 dan P-Value ***, perceived quality berpengaruh positif terhadap costumer loyalty dengan nilai critical ratio (c.r) 5,926 dan P-Value ***. Dari penelitian ini dapat disimpulkan bahwa ditengah pandemi covid-19 saat ini para konsumen masih sangat antusias dan setia untuk datang membeli Mie Gacoan maupun pesan secara online walaupun banyak pesaing dalam bisnis kuliner sejenis. Kata kunci: Customer Experience, Perceived Quality, Costumer Loyalty, Mie Gacoan ABSTRACT This research was conducted to determine consumer loyalty or customer loyalty of Mie Gacoan outlets through customer experience and perceived quality during the Covid-19 pandemic. Respondents in this study were visitors to Mie Gacoan outlets from students and workers in Semarang city with a sample of 100 respondents from the entire population. This study uses confirmatory factor analysis and maximum likelihood estimation on SEM (Structural Equations Modeling) from the statistical package AMOS 24.0 (Analysis of Moment Structure). The data collection technique used a questionnaire with insidential sampling. The parameter estimation results are in accordance with the hypothesis that customer experience significantly affects customer loyalty with a critical ratio (cr) of 4.666 and P-Value ***, perceived quality has a positive effect on customer loyalty with a critical ratio (cr) of 5.926 and P-Value ***. From this study it can be learned that in the midst of the Covid-19 pandemic, consumers are still very enthusiastic and loyal to buy Mie Gacoan both online or come to Mie Gacoan outlet even though there are many similar competitors. Keywords: Customer Experience, Perceived Quality, Customer Loyalty, Mie Gacoan PENDAHULUAN Fase akhir pandemi Covid-19 membuat pertumbuhan ekonomi di Indonesia semakin kuat dan menanjak, banyak bermunculan outlet-outlet makanan dan minuman baru serta aktivitas ukm mulai tumbuh dan bergerak walaupun semua sektor sangat terdampak oleh pandemi covid-19