PENGARUH STORE ATMOSPHERE DAN PACKAGING TERHADAP LOYALITAS PELANGGAN YANG DI MEDIASI KEPUASAN PELANGGAN PADA COFFE SHOP FORE DI MALANG

This study was conducted on Fore coffee shop consumers in Malang City, aiming to determine and analyze the influence of store atmosphere and packaging on customer loyalty mediated by customer satisfaction. The population in this study were consumers who had purchased products at Fore coffee shop in Malang City. The sample was 150 respondents. This study used a quantitative method. The sampling technique used Accidental Sampling, where the determination of the
sample was based on coincidence, namely anyone who accidentally met the researcher could be used as a sample. Data collection used an online questionnaire. The data analysis technique used a scale range and Smart PLS 4 analysis tool. The results of the scale range calculation showed that customer satisfaction was rated very satisfied, store atmosphere was rated high, customer loyalty was rated very loyal. The results of this study indicate that customer satisfaction has a positive and significant effect on Fore coffee shop customer loyalty and store atmosphere and packaging together have a positive and significant effect on customer loyalty with customer satisfaction as a mediating
variable.