PENGARUH HARGA DAN STORE ATMOSPHERE TERHADAP LOYALITAS MELALUI KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PELANGGAN BACARITO KOPI DI KOTA PADANG

Abstract

This study aims to determine the effect of price and store atmosphere on loyalty with customer satisfaction as an intervening variable. This study uses data collection methods by distributing questionnaires. The population and sample used in this study were customer Coffee Bacarito Padang City, totaling eighty three respondents. Data analysis methods in this study were PLS and SPSS. The hypothesis in this study was tested using analytical methods including: Measurement Model Assessment, Descriptive Analysis, R Square, Q square and Structural Model Assessment. From the test results it can be concluded that Store Atmosphere hasno effect on customersatisfaction.Store Atmosphere has a positive effect on customer loyalty.price has a positive effect on customer satisfaction. price has a positive effect on customer loyalty.customer satisfaction has a positive effect on cutomer loyalty.Customer satisfaction mediates between Store Atmosphere and customer loyalty and customer satisfaction mediates between price and customer loyalty on customer Coffee Bacarito Padang City.