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.