PENGARUH KEPUASAN KONSUMEN, BRAND IMAGE DAN STORE ATMOSPHERE TERHADAP LOYALITAS KONSUMEN WARUNG BAKSO MANDIRI PAK PON

This study aims to determine and explain the effect of consumer satisfaction, brand image and store atmosphere on consumer loyalty at Warung Bakso Mandiri Pak Pon. The method used in this research is quantitative. The population in this study were consumers of Pak Pon's independent meatball shop. The sampling technique used purposive sampling method. The number of samples is 100 respondents. The data analysis technique in this study used multiple linear regression analysis techniques.

The results of this study indicate that: (1) customer satisfaction has a positive and significant effect on consumer loyalty (2) brand image has a positive and significant effect on consumer loyalty (3) store atmosphere has a positive and significant effect on consumer loyalty (4) customer satisfaction brand image and store atmosphere simultaneously has a positive and significant effect on consumer loyalty

Keywords: Consumer Satisfaction, Brand Image, Store Atmosphere, Consumer Loyalty