The Influence of Service Quality, Brand Image, and Store Atmosphere on Customer Loyalty through Customer Satisfaction at Indomaret Plus Jember

Abstract

This study aims to determine the influence of service quality, brand image, and store atmosphere on customer loyalty through customer satisfaction at Indomaret Plus Jember. The research sample consisted of 100 respondents who were at least 18 years old and had spent at least twice at Indomaret Plus. Data collection techniques using online and offline questionnaires. The analytical method used is path analysis. The results showed that service quality, brand image, and store atmosphere had a direct effect on customer satisfaction. Customer satisfaction has a direct effect on customer loyalty. Service quality, brand image, and store atmosphere have an indirect effect on consumer loyalty. Service quality provides the greatest influence on customer loyalty.