Pengaruh Store Atmosphere dan Kualitas Layanan Terhadap Loyalitas Pelanggan Mie Gacoan dengan Kepuasan Pelanggan sebagai Variabel Mediasi

Wicaksono, Edo Darmawan and , Imron Rosyadi, S.E., M.Si. (2023) Pengaruh Store Atmosphere dan Kualitas Layanan Terhadap Loyalitas Pelanggan Mie Gacoan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The growth of the gacoan noodle industry has occurred in various cities in Indonesia, one of which is Surakarta City. Mie Gacoan has opened 5 outlets in Solo Raya, making business competition increasingly fierce. One of the strategies that can be carried out by Mie Gacoan is to realize customer satisfaction so that customer loyalty, by increasing the comfort of the atmosphere of the place and the quality of service is a process for managing various aspects needed by consumers to maximize customer satisfaction. In order to compete in the global market, companies must be able to market their products and this is one of the important factors in achieving company success which will later be marked by customer loyalty to these products. The purpose of this study is to measure the effect of store atmosphere and service quality on customer loyalty with customer satisfaction as a mediating variable. Respondents in this study were 100 respondents who were conducted through online surveys with Google forms. The sampling technique used purposive sampling technique. Test the validity and reliability using smart PLS analysis on the outer model. Hypothesis testing uses the smartPLS inner model. The results of the analysis show that customer satisfaction mediates the relationship between store atmosphere and service quality on customer loyalty partially.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Store Atmosphere, Service Quality, Customer Satisfaction, Customer Loyalty.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD281 Manajemen SDM H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	EDO DARMAWAN WICAKSONO
Date Deposited:	13 Feb 2023 03:40
Last Modified:	13 Feb 2023 03:40
URI:	http://eprints.ums.ac.id/id/eprint/108391

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