Pengaruh Brand Image dan Store Atmosphere Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Cafe Hidden Place Medan

Abstract

The purpose of this research is to determine and analyze the influence of brand image and store atmosphere on customer loyalty through customer satisfaction at Café Hidden Place. This research is a type of descriptive statistical research. The population in this study were Café Hidden Place customers, totaling 80 people, the number of samples in this study was 80. The sampling technique used was a saturated sampling technique. The data collection methods in this research are questionnaires and documentation studies. The data analysis method uses descriptive statistical methods and path analysis. The research results show that the brand image and store atmosphere variables significantly have a positive and significant influence on customer loyalty, customer satisfaction has a positive and significant influence on customer loyalty, and customer satisfaction is significantly able to mediate the influence of brand image and store atmosphere on customer loyalty at Café Hidden Place.