The Influence Of Interaction Quality And Store Atmosphere On Customer Loyalty With Customer Satisfaction As A Mediating Variable : A Study On “Toko Kami” Coffeeshop In Pontianak
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Pesatnya pertumbuhan industri coffeeshop di Pontianak telah meningkatkan tingkat persaingan, sehingga menuntut pelaku usaha untuk tidak hanya mengandalkan kualitas produk, tetapi juga pengalaman layanan yang dirasakan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh Interaction quality dan Store atmosphere terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi pada “Toko Kami” Coffeeshop di Pontianak. Penelitian ini menggunakan pendekatan kuantitatif dengan desain asosiatif kausal melalui survei daring terhadap 215 responden yang telah melakukan pembelian minimal lima kali dalam tiga bulan terakhir. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Interaction quality dan Store atmosphere berpengaruh positif dan signifikan terhadap Customer Satisfaction maupun Customer Loyalty. Selain itu, Customer Satisfaction terbukti berpengaruh signifikan terhadap Customer Loyalty serta memediasi secara positif pengaruh Interaction quality dan Store atmosphere terhadap Customer Loyalty. Temuan ini menegaskan bahwa kepuasan pelanggan berperan sebagai mekanisme kunci dalam memperkuat hubungan antara kualitas interaksi pelayanan dan suasana toko terhadap loyalitas pelanggan. Penelitian ini memperkaya penerapan kerangka Stimulus–Organism–Response (S-O-R) dalam konteks coffeeshop lokal serta memberikan implikasi praktis bagi pengelola dalam merancang strategi layanan dan atmosfer toko untuk membangun loyalitas pelanggan secara berkelanjutan.
Kata Kunci: Interaction quality, Store atmosphere, Customer Loyalty, Customer Satisfaction,Toko Kami.
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DOI: https://doi.org/10.37531/yume.v9i2.11510
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