The Influence of Service Quality and Store Atmosphere on Customer Loyalty Through Customer Satisfaction as An Intervening Variable at Toko UB Makmur Surabaya

Abstract

This study aims to analyze the influence of service quality and store atmosphere on customer loyalty through customer satisfaction as an intervening variable at Toko UB Makmur Surabaya. The research subjects were the customers of Toko UB Makmur Surabaya with sample of 115 people. The research method used in this study is a quantitative research method. The analytical technique used is Partial Least Square (PLS) with validity test, reliability test, and hypothesis test. The results of the study prove that service quality has a significant effect on customer satisfaction at Toko UB Makmur Surabaya. Store atmosphere has a significant effect on customer satisfaction at Toko UB Makmur Surabaya. Service quality has a positive and significant effect on customer loyalty at Toko UB Makmur Surabaya. Store atmosphere has a positive and significant effect on customer loyalty at Toko UB Makmur Surabaya. Customer satisfaction has a positive and significant effect on customer loyalty at Toko UB Makmur Surabaya. Service quality has no significant effect on customer loyalty through customer satisfaction at Toko UB Makmur Surabaya. Store atmosphere has a significant effect on customer loyalty through customer satisfaction at Toko UB Makmur Surabaya.