ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP PEMBELIAN PRODUK EXCELSO COFFEE DI BIG MALL SAMARINDA

Hadromi Heriyanto2 Zilfana3

Abstract


This study aims to test “Analysis of factors that influence consumer loyalty to Purchasing Decisions at Excelso Coffee Big mall Samarinda”. The theoretical basis used in this study includes Service Quality, Product Quality, and Shop Atmosphere to Purchasing decisions. This research was conducted on consumers of Excelso Coffee Bigmall Samarinda, the research population used the unknown population category and the sample taken was 80 respondents. This study uses Likert scale techniques by conducting several tests such as Validity Test, Reliability Test, Determination Test (R2), Partial Test (T) and Multiple Linear Regression Analysis Test. Data analysis in this study used IBM SPSS computer software (Statistic Version 24 For Windows). The result of this study is that it is proven that service quality has a positive and significant effect on purchasing decisions at Excelso Coffee Big mall Samarinda. And product quality has a positive and significant effect on purchasing decisions at Excelso Coffee Big mall Samarinda. And the shop atmosphere has no effect and is not significant on purchasing decisions. It can be interpreted that this does not apply to the shop atmosphere at Excelso Coffe Big mall Samarinda.

Keywords


Service Quality, Product Quality, Store Atmosphere, Purchasing Decisions

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References


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DOI: https://doi.org/10.31293/jma.v13i3.8224

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