PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA PADA LOYALITAS KONSUMEN STUDI KASUS GERAI DONUTS DI TANGERANG

Abstract

Consumer Loyalty is an important thing to have in tight business competition. The
purpose of this study is to find out how brand image, service quality, and store atmosphere
may influence customer satisfaction and its impact on customer loyalty on Donuts XYZ
products. This research uses path analysis techniques and uses quantitative research methods
with data collection techniques using questionnaires where the analysis unit is the consumer
who domiciled in Kotamadya Tangerang. The result of this research is brand image, service
quality, and store atmosphere have influence customer loyalty through customer satisfaction,
with the greatest influence owned by the outlet atmosphere of 24.4%
Keywords: brand image, service quality, store atmosphere, customer satisfaction, customer
loyalty.