Pengaruh Promosi dan Store Atmosphere terhadap Loyalitas Konsumen Coffeeomah Agus Salim Bekasi Timur

Kuntari, Rayyi Puspa (2023) Pengaruh Promosi dan Store Atmosphere terhadap Loyalitas Konsumen Coffeeomah Agus Salim Bekasi Timur. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

This study aims to determine the effect of promotion and store atmosphere on consumer loyalty at Coffeeomah Agus Salim Bekasi Timur. The research method used in this study is a quantitative method, with the data used is primary data. Data collection techniques in this study were carried out by means of interviews, observations, and questionnaires through the Google form. The sample in this study was 100 respondents who were taken by purposive sampling method. Data analysis using multiple linear regression analysis. In this study, the regression coefficient (β1) for the promotion variable was 0.297 and (β2) for the store atmosphere variable was 0.468. The results in this study also show that promotion (X1) has a positive and significant effect on consumer loyalty at Coffeeomah Agus Salim, with a t count of 4.651 greater than t table 1.660 with a significance level of 0.000 less than 0.05. The store atmosphere variable (X2) has a positive and significant effect on consumer loyalty at Coffeeomah Agus Salim, with the result t count of 6.933 greater than t table 1.660 with a significance level of 0.000 less than 0.05. There is a significant simultaneous influence between the independent variables, namely promotion and store atmosphere on consumer loyalty at Coffeeomah Agus Salim with a calculated f value of 126.451l greater than f table 3.09 with a significance level of 0.000 less than 0.5. The results of the coefficient of determination show that there is a relationship between the independent variable and the dependent variable with an interpretation of the coefficient of 0.850 and an R square value of 0.723.

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