Pengaruh Store Atmosphere dan Perceived Quality terhadap Loyalitas Pelanggan melalui Keputusan Pembelian Burger King Jember

Abstract

This study aims to determine the effect of store atmosphere (SA) and perceived quality (PQ) on customer loyalty (LP) through purchasing decisions (KP) at Burger King Jember (BKJ). The sampling technique used is non probability sampling with purposive sampling technique with a sample size of 130 respondents. The method used in this research is a questionnaire. The analysis method used is path analysis. There is a positive and significant influence on the Store Atmosphere variable on Purchasing Decisions at Burger King Jember. There is a positive and significant influence on the Perceived Quality variable on Purchasing Decisions at Burger King Jember. There is a positive and significant effect on the Store Atmosphere variable on Customer Loyalty at Burger King Jember. There is a positive and significant effect on the Perceived Quality variable on customer loyalty at Burger King Jember. There is a positive and significant influence on the purchasing decision variable on customer loyalty at Burger King Jember. Store Atmosphere has a significant effect on customer loyalty through purchasing decisions at Burger King Jember. Perceived Quality has a significant effect on customer loyalty through purchasing decisions at Burger King Jember. Recommendations for further research in order to obtain maximum and accurate results, when using the same object, you should use different variables to research. Future researchers can consider other variables such as promotion, perceived value, and brand image as well as increase the sample and expand the population area to obtain more varied results and can be a comparison in future study.