PENGARUH STORE ATMOSPHERE DAN SERVICE QUALITY TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVERNING (STUDI KASUS COFFEE SHOP)

Abstract

With the era of globalization, the changes happened very quickly and have an impact on the development of the economy, one of them is coffee shop. Every coffee shop will maximize their performance with the aim of further development. In this study the authors use a variables such as store atmosphere, service quality, consumer loyalty and consumer satisfaction. This study aims to determine the significance of the influence of each variable such store atmosphere and service quality on customer loyalty through customer satisfaction as a variable interverning, and to determine the effect of consumer satisfaction as an intervening variable on customer loyalty. The method the authors used to do the research is associative causal. Data were collected by direct observation in the field, interviews with the owner and distributing questionnaires to 100 respondents. The technique of analysis of this research is using the software SEM - PLS (partial least square). The results showed that the store atmosphere and service quality significantly influence customer satisfaction at Diatara Kopi. Store atmosphere have a significant effect on consumer loyalty in while service quality has no significant effect on the loyalty of the consumer. Customer satisfaction have a significant effect on consumer loyalty at Diantara Kopi. Store atmosphere influence consumer loyalty indirectly through consumer satisfaction at Diantara Kopi while service quality does not affect the customer loyalty indirectly through consumer satisfaction at Diantara Kopi.