The purpose of this study was to determine the effect of store atmosphere, customer
satisfaction, and store image towards the customer loyalty of Kato Wholesale and Retail,
Kroya. This study uses quantitative research methods. The sampling method in this study
used purposive sampling method. The population in this study were consumers of Kato
Wholesale and Retail, Kroya. The sample of this study was 90 respondents. The data analysis
technique used is multiple linear regression analysis. The result showed that store
atmosphere, costumer satisfaction, store image has a significant positive effect on customer
loyalty simultaneously. Futhermore, the result showed that store atmosphere has a positive
significant effect on customer loyalty, customer satisfaction has a positive significant effect
on customer loyalty, and store image has a positive significant effect on customer loyalty of
Kato Wholesale and Retail, Kroya.