PENGARUH KERAGAMAN PRODUK, KUALITAS PELAYANAN, GAYA HIDUP DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN (Studi pada pelanggan Kalih Coffee Tea and Spaces Purwokerto)

NI’MAH, ISNAENI ISATUN (2022) PENGARUH KERAGAMAN PRODUK, KUALITAS PELAYANAN, GAYA HIDUP DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN (Studi pada pelanggan Kalih Coffee Tea and Spaces Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to determine the effect of product diversity, service quality, lifestyle, and store atmosphere towards customer loyalty. This study uses quantitative research methods, the sampling technique is Non-Probability Sampling, through purposive sampling is a sampling technique with certain considerations, the number of samples is 103 respondents. The data analysis techniques used in this research are instrument test, descriptive statistics, classical assumption test, multiple regression analysis, and hypothesis testing. The results showed that simultaneously product diversity, service quality, lifestyle, and store atmosphere simultaneously affect customer loyalty. While partially product diversity has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty, lifestyle has a positive and significant effect on customer loyalty and store atmosphere does not significantly affect customer loyalty.

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