PENGARUH BRAND IMAGE DAN STORE ATMOSPHERE TERHADAP LOYALITAS PELANGGAN PADA STORE H&M DI MALL KELAPA GADING

Authors

  • Endra Marsudi Institut Ilmu Sosial dan Manajemen STIAMI
  • Rizki Yasir Adi Putra Institut Ilmu Sosial dan Manajemen STIAMI

DOI:

https://doi.org/10.31334/jambis.v3i1.3051

Keywords:

Brand Image, Store Atmosphere, Customer Loyalty

Abstract

This study aims to analyze the effect of Brand Image and Store Atmosphere on H&M store in Mall Kelapa Gading. H&M is a well-known brand products in Indonesia since October 5, 2013 and already has 50 outlets in various major cities in Indonesia. This study is a quantitative  research. By using 185 respondents as the research sample using non probability sampling type accidental sampling. Analysis of the data used is multiple regression analysis, classical assumption Test, t test, F test and coefficient of determination. The results of the study based on the T test and F test, can be obtained that the Brand Image has a significant influence on customer loyalty and Store Atmosphere has a positive and significant effect on customer loyalty. In this study obtained the coefficient of determination (R2) of 0.671 which can be interpreted that the effect of Brand Image and Store Atmosphere variables on Customer Loyalty by 67.1% while the remaining 39,1% is influenced by other variables that are not taken into account in this study.

References

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Published

2023-02-28

Issue

Vol. 3 No. 1: Februari 2023

Section

Articles

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