Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Nia Juliardi / 15090161
Program Studi Pendidikan Ekonomi
Pembimbing I Dina Amaluis
Pembimbing II Yola Malinda
Tahun 2020

Abstrak :

          This study aims to determine: Effect of Product Quality, Brand Image, Store Atmosphere, Service Quality and Customer Satisfaction on Customer Loyalty at Elzatta Hijab Branch Plaza Andalas, Padang City. The results of this study are (1) Product quality has a significant effect on customer satisfaction. With a path coefficient of 0.551; (2) Brand image has a significant effect on customer satisfaction. With a path coefficient of 0.291; (3) The shop atmosphere has a significant effect on customer satisfaction. With a path coefficient of 0.184; (4) Service quality has a significant effect on customer satisfaction. With a path coefficient value of 0.378; (5) Product quality has a significant effect on customer loyalty. With a path coefficient of 0.249; (6) Brand image has a significant effect on customer loyalty. With a path coefficient of 0.303; (7) Store atmosphere has a significant effect on customer loyalty. With a path coefficient of 0.310; (8) Service quality has a significant effect on customer loyalty. With a path coefficient of 0.339; (9) Customer satisfaction has a significant effect on customer loyalty. With a path coefficient of 0.248;

Keyword :

Product Quality, Brand Image, Store Atmosphere, Service Customer, Customer Loyalty.

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