HUBUNGAN STORE ATHMOSPHERE DAN LOYALITAS KONSUMEN INDIGO CAFFE

Wildan Ahmad

HUBUNGAN STORE ATHMOSPHERE DAN LOYALITAS KONSUMEN INDIGO CAFFE

Wildan Ahmad

Abstract

ABSTRACT

Consumer loyalty is one goal every businessman wants to achieve. Especially in the caffe business to keep loyal customers more difficult than to find new customers. Store atmosphere is an alternative to keep consumers loyal. The purpose of this study to determine the relationship between Store Atmosphere and consumer loyalty and how big the relationship. This study uses correlational quantitative approach with purposive sampling sampling technique with 100 subjects. Data collection using questionnaire method and data analysis using Correlation product moment pearson's. The results showed there was a significant relationship between store atmosphere and loyalty (r = 0.520 with a significant level of 0.00 <0.05). This shows that there is a positive correlation correlation between store athmosphere and consumer loyalty. The influence of store atmosphere on consumer loyalty is 27%.

Keywords: Store Atmosphere; consumer loyalty.

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