THE INFLUENCE OF SERVICE QUALITY, STORE ATMOSPHERE ON CUSTOMER LOYALTY IN ENHAI CAFÉ WITH SATISFACTION AS AN INTERVENING VARIABLE

Abstract

ABSTRACT
This study examined the influence of service quality, store atmosphere on customer loyalty in enhai café with satisfaction as an intervening variable. Respondents are customers who make a purchase of food and beverages at the Enhai Cafe with 80 respondents. The sampling technique is purposive sampling method. Data were collected through questionnaires given directly to respondents. The method used is descriptive analysis and inferential analysis using multiple linear regression analysis, simple regression analysis, multilevel regression analysis and hierarchical regression analysis.
The results of the study found that the quality of service and store atmosphere positive significant effect on customer loyalty, service quality and store atmosphere positive significant effect on customer satisfaction, customer satisfaction positive significant effect on customer loyalty and customer satisfaction mediates the relationship between service quality and store atmosphere with customer loyalty in Enhai Cafe.
Keywords: service quality, store atmosphere, customer loyalty, customer satisfaction