PENGARUH STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI KEPUASAN PELANGGAN NAKOA CAFE DI KOTA MALANG

This study analyzes the influence of store atmosphere and service quality on customer loyalty, with customer satisfaction as the mediator, at Nakoa Cafe Malang. Fierce coffeeshop competition demands increased customer loyalty, while Nakoa Cafe faces challenges such as inconsistent service quality and the behavior of young customers who are eager to try new things. Using a quantitative approach and explanatory research method based on the S-O-R model, this study involved a minimum of 210 respondents through a purposive sampling technique. Data were collected using a questionnaire and analyzed using PLS-SEM. The
analysis results indicate that store atmosphere has no direct significant effect on customer loyalty, while service quality and customer satisfaction have a positive and significant effect.
Store atmosphere and service quality have also been shown to increase customer satisfaction. Another important finding is that customer satisfaction acts as a significant mediator, strengthening the influence of store atmosphere and service quality on customer loyalty. The study concludes that customer satisfaction is a key factor in building loyalty, so Nakoa Cafe needs to improve service consistency and continue to innovate to maintain customer satisfaction