PENGARUH SERVICE QUALITY, STORE ATMOSPHERE, & PRODUCT PACKAGING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MODERASI PADA TRENOMINA COFFE SHOP SEBANI KOTA PASURUAN

Business actors face opportunities and challenges along with the development of the business world, especially in the restaurant industry. Companies must develop themselves to survive, with customer loyalty as the key in the era of globalization. This study uses a quantitative method with 190 customers as a sample and a Purposive Sampling method. Based on the results of the hypothesis test, it is known that Service Quality affects Customer Loyalty. Store Atmosphere has an impact on Customer Loyalty. Product Packaging has no impact on Customer Loyalty and Customer Satisfaction has no impact on Customer Loyalty. Based on the results of the moderation test, it is known that Customer Satisfaction cannot moderate the effect of Service Quality on Customer Loyalty. Customer Satisfaction can moderate the effect of Store Atmosphere on Customer Loyalty but only weakens it. Customer Satisfaction cannot moderate the effect of Product Packaging on Customer Loyalty. For further thoughts or researchers, it is hoped that this study can be used as a reference when conducting similar research, especially regarding service quality, store atmosphere, product packaging, customer loyalty, and customer satisfaction. It is hoped that this research can be developed by adding other variables, or by making the customer satisfaction variable a mediating variable, so that it will produce new findings