The Influence of Brand Image, Atmosphere and Satisfaction on Consumer Loyalty
Pengaruh Citra Merek, Atmosfer dan Kepuasan Terhadap Loyalitas Konsumen
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(1) Erni Fatmawati Universitas Muhammadiyah Sidoarjo
Indonesia
(2) * Lilik Indayani
Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This study aims to determine the effect of brand image, atmosphere, and consumer loyalty at Heritage Of Handayani in Sidoarjo. This research uses quantitative research. The data collection technique used is tabulating the questionnaire. The population in this study are consumers who visit and make purchases at Heritage Of Handayani in Sidoarjo. Based on Supranto's formula, the sample in this study was 97 respondents. Sampling using non-probability sampling technique with the type of accidental sampling. The analysis technique used in this research is multiple linear regression. The results of the simultaneous test show that the influence of brand image, atmosphere and simultaneous influence on consumer loyalty. and the partial test shows that the influence of brand image, atmosphere and partial influence on Heritage Handayani in Sidoarjo and the satisfaction variable shows the most significant influence on consumer loyalty.
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Copyright (c) 2022 Erni Fatmawati, Lilik Indayani
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