Pengaruh Store Atmosphere dan Kualitas Pelayanan Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Moderating

Risqy Aziz Basuki, Widiastuti Widiastuti

Abstract


This study aims to empirically examine the effect of store atmosphere and service quality on consumer loyalty with customer satisfaction as a moderating variable (Survey at Caffe Pabbo & Co Jakarta). The population in this study are Caffe Pabbo & Co Jakarta customers. The characteristics in this study are Caffe Pabbo & Co Jakarta customers 2 times or more who have made a purchase transaction. The sampling technique was carried out using a non-probability sampling technique with a purposive sampling technique. Using the Marchin & Campell formula (Population unknown). This research will use Partial Least Square software (PLS). The results of this study indicate that the store atmosphere has a negative and insignificant effect on consumer loyalty, service quality has a positive and significant effect on consumer loyalty, consumer satisfaction has a positive and significant effect on consumer loyalty, consumer satisfaction has a positive and significant effect on the store atmosphere moderated by consumer loyalty, consumer satisfaction has a positive and significant effect on service quality moderated by consumer loyalty

Keywords: Store Atmosphere, Service Quality, Consumer Satisfaction, Consumer Loyalty


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