PENGARUH, STORE ATMOSFEER, SOCIAL MEDIA PROMOTION DAN KUALIATAS PELAYANAN TERHADAP LOYALITAS DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA SALON SIMPATIK BESUKI

Abstract

This study aims to analyze the effect of Store Atmosphere, Social Media Promotion, and Service Quality on Purchase Decisions and Customer Loyalty, as well as the indirect effects of these variables on Customer Loyalty through Purchase Decisions as an intervening variable at Salon Simpatik Besuki. This study employed a quantitative approach involving 114 respondents who were customers of Salon Simpatik Besuki. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS. The results showed that Store Atmosphere and Service Quality had a positive and significant effect on Purchase Decisions, while Social Media Promotion had no significant effect on Purchase Decisions. Store Atmosphere, Social Media Promotion, and Service Quality did not have a significant direct effect on Customer Loyalty. Meanwhile, Purchase Decisions had a positive and significant effect on Customer Loyalty. Indirectly, Store Atmosphere and Social Media Promotion had a significant effect on Customer Loyalty through Purchase Decisions, while Service Quality did not have a significant effect. Therefore, Purchase Decisions play an important role as an intervening variable in increasing Customer Loyalty at Salon Simpatik Besuki.