This research aims to analyze the influence of Brand Image, Service
Quality, Word of Mouth, and Store Atmosphere on Customer Loyalty of The Soeds
Coffee Tea and Spaces Purwokerto. This type of research is quantitative. This
sampling method uses a purposive sampling method with criteria where customers
of The Soeds Coffee Tea and Spaces Purwokerto who have made at least two
purchases are used as samples. The data collection instrument uses a
questionnaire. The sample used was 110 customers. The data analysis technique
uses the Statistical Package for the Social Sciences (SPSS). Data analysis uses the
R2 Coefficient of Determination Test. Based on the analysis results, it shows that
brand image has a positive effect on customer loyalty, service quality has a
positive effect on customer loyalty, word of mouth has a positive effect on customer
loyalty and store atmosphere has a positive effect on customer loyalty. The results
of the R2 determination test show that the influence of brand image, service
quality, word of mouth and store atmosphere on customer loyalty is 78.1%.