PENGARUH STORE ATMOSPHERE TERHADAP CUSTOMER LOYALTY DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA RESTORAN PLATINUM GRILL SURABAYA

Monika Grace, Venesia Leonita Tandiono, Marcus Remiasa

Abstract


Abstrak - Store Atmosphere adalah suasana terencana yang sesuai dengan pasar sasarannya dan yang dapat menarik pelanggan untuk membeli. Dalam penelitian ini, peneliti menetapkan Store Atmosphere sebagai variabel yang mempengaruhi Customer Loyalty dengan Brand Image sebagai variabel intervening-nya. Store Atmosphere memiliki enam dimensi, yaitu Lighting, Music Background, Temperature, Aroma, Sitting Layout dan Design Building. Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere terhadap Customer Loyalty pada restoran Platinum Grill Surabaya dengan Brand Image sebagai variabel intervening. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara store atmosphere dan brand image, brand image dan customer loyalty, store atmosphere dan customer loyalty.

Kata Kunci: Store Atmosphere, Customer Loyalty, Brand Image.

 

            Abstact - Store Atmosphere is a planned atmosphere that suits the target market and that can attract costumers to buy. In this study, researchers set Store Atmosphere as a variable that affects Customer Loyalty with Brand Image as the intervening variable. Store Atmosphere has six dimensions, namely Lighting, Music Background, Temperature, Smell, Sitting Layout and Design Building. This study aims to determine the influence of Store Atmosphere on Customer Loyalty with Brand Image as intervening variable at restaurant Platinum Grill Surabaya. The results showed that there is a positive and significant influence between store atmosphere and brand image, brand image and customer loyalty, store atmosphere and customer loyalty.

Keywords: Store Atmosphere, Customer Loyalty, Brand Image.


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References


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