PENGARUH KUALITAS LAYANAN DAN SUASANA TOKO TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN DAN PENGALAMAN PELANGGAN SEBAGAI MEDIASI (Studi pada Pelanggan Henny Hair Salon Kota Malang)

This study was conducted to examine the effect of service quality and store atmosphere on customer loyalty with customer satisfaction and experience as mediation. This study uses quantitative methods. The data collection technique uses a survey with the help of a questionnaire with a sample of 250 based on Lameshow using the accidental sampling technique. The analysis technique used is path analysis. The results of this study found that service quality affects customer loyalty. Store atmosphere does not affect customer loyalty. Customer satisfaction affects customer loyalty. Customer experience affects customer loyalty. Service quality and store atmosphere directly affect customer satisfaction. Service quality affects customer experience. Store atmosphere does not affect customer experience. Customer satisfaction mediates the effect of service quality and store atmosphere on loyalty. Customer experience mediates the effect of service quality on customer loyalty. Customer experience does not mediate the effect of store atmosphere on customer loyalty.