PENGARUH KUALITAS PRODUK DAN STORE ATMOSPHERE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA JEBER CAFE PLATINUM DI KOTA PEKANBARU

Abstract

This study aims to discuss the Effect of Product Quality on Customer
Satisfaction and Loyalty at Jeber Platinum Cafe in Pekanbaru City. The
population in this study included all customers who had visited Jeber Cafe
Platinum whose numbers were not known with certainty. The sample used in this
study is 100 customers and has a minimum 2x visit criteria. Primary data is
collected by questionnaire as an instrument to prove the results of the study, to
test the hypothesis in this study is to use path analysis. The results showed that
product quality has a positive effect with a strong level of influence on customer
satisfaction, store atmosphere has a positive effect with a strong level of influence
on customer satisfaction, store atmosphere has a positive effect on the level of
influence that customer satisfaction has a positive influence on a strong level of
customer loyalty, product quality has a positive effect on the level of customer
loyalty through customer satisfaction, store atmosphere has a positive effect on
the level of customer loyalty through satisfaction customer. The better the quality
of the product provided, the satisfaction will increase, the better the store
atmosphere is given, the satisfaction will increase, the stronger customer
satisfaction will be obtained, the customer loyalty will increase. The better the
quality of the product provided, the customer satisfaction through loyalty will
increase, the better the store atmosphere is given, the greater customer
satisfaction through loyalty.
Keywords: Product quality, store atmosphere, customer satisfaction, customer
loyalty