PENGARUH LOKASI TOKO DAN STORE ATMOSPHERE TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pelanggan yang Berbelanja di Giant Ekspres Dinoyo-Malang)

Abstract

ABSTRACT

This study aims to determine and analyze the Effect of Store Locations and Store Atmosphere on Loyalty with Customer Satisfaction as an Intervening Variable for customers who shop at the Giant Express Dinoyo-Malang. In this study, the samples were Giant Ekspres customers who had known as many as 97 customers who had shopped at Giant Ekspres. Data collection is done by distributing questionnaires to customers. Analysis of the data used in this study using validity test, reliability test, normality test, path analysis, t test and sobel test. The results in this study indicate that the Store Location has a direct effect on Customer Satisfaction, Store Atmosphere has a direct effect on Customer Satisfaction, Store Location has a direct effect on Loyalty, Store Atmosphere has a direct effect on Loyalty, Customer Satisfaction has a direct effect on Loyalty, Customer Satisfaction can mediate Store Locations against Customer Loyalty and Satisfaction can mediate Store Atmosphere against Loyalty.

Keywords: Store Location, Store Atmosphere, Customer Satisfaction, Loyalty.