Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh variabel independen terhadap variabel dependen atau peran kepuasan pelanggan sebagai mediasi pada pengaruh suasana toko dan lokasi terhadap loyalitas pelanggan pada pangan swalayan banda aceh. populasi dalam penelitian ini adalah pelanggan pangan swalayan banda aceh. sampel yang digunakan adalah 160 pelanggan. analisis data dalam penelitian ini menggunakan metode structural equation modelling (sem). hasil penelitian menunjukkan bahwa suasana toko berpengaruh terhadap kepuasan pelanggan, lokasi berpengaruh terhadap kepuasan pelanggan, suasana toko berpengaruh terhadap loyalitas pelanggan, lokasi tidak berpengaruh terhadap loyalitas pelanggan, kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, kepuasan pelanggan memediasi secara parsial pengaruh suasana toko terhadap loyalitas pelanggan, dan kepuasan pelanggan memediasi secara penuh pengaruh suasana toko terhadap loyalitas pelanggan. kata kunci: loyalitas pelanggan, kepuasan pelanggan, suasana toko dan lokasi

This study aims to examine the effect of the independent variables on the dependent variable or the role of customer satisfaction as a mediation in the effect of store atmosphere and location on customer loyalty in Banda Aceh Pangan supermarket . The population in this study were Banda Aceh Pangan Supermarket . The sample used is 160 customers. Data analysis in this study used the Structural Equation Modeling (SEM) method. The results showed that Store Atmosphere has an effect on Customer Satisfaction, Location has an effect on Customer Satisfaction, Store Atmosphere has an effect on Customer Loyalty, Location hasn’t an effect on Customer Loyalty, Customer Satisfaction has an effect on Customer Loyalty, Customer Satisfaction partially mediates the effect of Store Atmosphere on Customer Loyalty, and Customer Satisfaction fully mediates the influence of Store Atmosphere on Customer Loyalty.. Keywords: Customers Loyalty, Customer Satisfaction, Store Atmosphere, and Location