PENGARUH STORE ATMOSPHERE TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

This research aims to examine the influence of store atmosphere on customer loyalty with Purchase Decision as a mediating variable, conducted at Coffee Ngesis 2, located in Dermo-Dau, Malang Regency. The study is driven by the phenomenon of young consumers frequently visiting coffee shops due to the Fear of Missing Out (FOMO), yet often lacking long-term loyalty. A quantitative research method was applied through the distribution of questionnaires to 110 respondents who had made both initial and repeat purchases. The data were analyzed using path analysis to determine the direct and indirect effects among variables. The findings reveal that store atmosphere significantly and positively affects Purchase Decision; Purchase Decision, in turn, has a significant positive impact on customer loyalty. Furthermore, store atmosphere indirectly influences customer loyalty through Purchase Decision. These results highlight the importance of creating a well-designed and pleasant store atmosphere to foster Purchase Decision and build loyalty. This study contributes both theoretically to the body of knowledge on consumer behavior and practically to the marketing strategies of coffee shop businesses.