PENGARUH KUALITAS LAYANAN, BRAND IMAGE, DAN ATMOSFER TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA CAFE COKLAT KLASIK MALANG (STUDI KASUS PADA MAHASISWA FEB UNISMA)

Abstract

ABSTRACT

This study aims to determine the effect of service quality, brand image, and atmosphere on consumer loyalty with customer satisfaction as an intervening variable. The population of this study were students of the Department of Management, Faculty of Economics and Business, Islamic University of Malang, 2015. The sample in this study was 78 respondents. Data collection was done by distributing questionnaires. Data analysis used in this study uses validity, reliability, normality, path analysis, t test and sobel test

The results of the study show that service quality has a direct effect on satisfaction. Whereas brand image and atmosphere do not directly influence satisfaction. service quality has a direct effect on loyalty. Whereas brand image and atmosphere do not directly influence loyalty. satisfaction directly affects loyalty. service quality has an indirect effect on loyalty with satisfaction as an intervening variable. While brand image, and atmospheric variables directly influence loyalty with satisfaction as an intervening variable.

Keywords: service quality, brand image, atmosphere, satisfaction, loyalty