PENGARUH ATMOSFER TOKO, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING Pada Pelanggan Bandung Super Model (BSM Distro) Sengkaling Malang

Abstract

ABSTRACT

This study aims to determine and analyze the effect of store atmosphere, brand image and product quality on loyalty with customer satisfaction as an intervening variable for customers who shop at BSM Distro Sengkaling-Malang. In this study researchers have a sample of customers who have made as many as 4500 respondents who have shopped at the Dinoyo-Malang Giant Express for 1 month in January 2019 by calculating using the Slovin formula showing the results of 98 respondents for 1 month. Data collection is done by distributing questionnaires to customers. The analysis used in this study is to use the validity test, reliability test, normality test, path analysis, t test and sobel test. The results of this study indicate that Store Atmosphere, Brand Image and Product Quality indirectly affect Customer Satisfaction, Store Atmosphere indirectly affects Loyalty, while Brand Image and Product Quality directly influence Loyalty, Customer Satisfaction has a direct effect on Loyalty, Satisfaction cannot mediate the influence of Store Atmosphere, Brand Image and Product Quality on Loyalty.

Keywords: Store Atmosphere, Brand Image, Product Quality, Customer Satisfaction and Loyalty