PENGARUH STORE ATMOSPHERE TERHADAP LOYALITAS KONSUMEN DALAM MEMBELI PRODUK PADA DISTRO TANGKELEK DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of store atsmosphere on
consumer loyalty at Distro Tangkelek in Padang City. The population in this study were all
consumer’s who buying product Distro Tangkelek in Padang City. The sampling technique
was purposive sampling, while the number of samples for the analysis was 100 consumer.
Technique of data analysis for testing hypotheses is multiple linear regression.The results
found that the store atsmosphere effect significan on consumer loyalty. General interior has
also significan influence on consumer loyalty at Distro Tangkelek in Padang City. eksterior,
store layout and interior display do not effect the consumer’s loyalty Distro Tangkelek. The
influence of store atsmosphere on consumer loyalty Distro Tangkelek in Padang City is
94,5%, while the remaining 5,5% is influenced by other variables that are not included in the
scope of this study.This research recommend for the management of Distro Tangkelek that
will continue to improve the quality of Eksterior, General interior and Store layout in the
future.
Keywords : Eksterior, General interior, Store layout, Interior display and Consumer
loyalty