PENGARUH CITRA MEREK, IKLAN, SUASANA TOKO TERHADAP LOYALITAS KONSUMEN DIMEDIASI KEPUASAN KONSUMEN

Abstract

This research is aimed to find out the influence of brand image, advertisement, and store atmosphere to the customer loyalty which is mediated by customer satisfaction at Alfamart Jatisari Indah Sidoarjo. This research is a causal comparative research. The population is all customers of Alfamart Jatisari Indah Sidoarjo and 100 respondents have been selected using purposive sampling technique with data collection by issuing the questionnaires. The data analysis technique has been done by using path analysis (Path Analysis). Based on the result of data analysis and hypothesis test, it can be concluded as follows: 1) Brand image give direct influence to the customer loyalty, 2) advertisement gives direct influence to the customer loyalty, 3) shop atmosphere give direct influence to the customer loyalty, 4) brand image give indirect influence to the customer loyalty which is mediated by customer satisfaction, 5) advertisement does not give indirect influence to the customer loyalty which is mediated by consumer satisfaction, and 6) store atmosphere does not give indirect influence to the customer loyalty which is mediated by customer satisfaction.

Keywords: brand image, advertisement, store atmosphere, consumer loyalty, customer satisfaction