Pengaruh Harga, Suasana Toko, Kualitas Produk Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus Pada Ritel Wakaf Mini Market Al-Khaibar)

Abstract

Abstract

This study aims to determine how the effect of price, shop atmosphere, product quality and service quality on customer loyalty through customer satisfaction as a case study at the Al-khaibar mini market. using purposive sampling method obtained a sample of 120 respondents. The method of data collection in this study used a questionnaire method. The data analysis technique in this study used path analysis. The results showed that product quality and service quality directly had a significant effect on customer satisfaction, while price and shop atmosphere directly had no significant effect on customer satisfaction. Price, Product Quality, and Service Quality directly have a significant effect on Customer Loyalty, while the Shop Atmosphere directly has an indirect effect on Customer Loyalty. Customer satisfaction directly has a significant effect on customer loyalty. Price, product quality and service quality indirectly have a significant effect on customer loyalty with customer satisfaction as an intervening variable. Meanwhile, shop atmosphere indirectly has no significant effect.

 

Keywords: Price, shop atmosphere, product quality, service quality, customer loyalty and customer satisfaction