PENGARUH KUALITAS PELAYANAN, STORE ATMOSPHERE DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PADA WIN’S SALON PONOROGO)

ABSTRACT This study aims to analyze the effect of Service Quality, Store Athmosphere and Customer Satisfaction on Customer Loyalty at Win's Salon Ponorogo. Based on the results of the discussion in accordance with the data managed by the multiple linear regression analysis model, it is concluded that; Based on the results of the ttest of the independent variable Service Quality, the value of t count < t table (01.492 < 2.021), then Ho is accepted, meaning that there is no effect of Service Quality on Customer Loyalty. Store Athmosphere, the value of t count > t table (8,179 > 2.021) then Ho is rejected, meaning that there is an influence of Store Athmosphere on Customer Loyalty. Customer Satisfaction, obtained the value of t count 2.021) then Ho is accepted, meaning that there is no influence of Customer Satisfaction on Customer Loyalty. Meanwhile, based on the results of the F test of the dependent variable of Customer Loyalty, the calculated F value > F table (64.851 > 2.84) then Ho is rejected, meaning that there is an effect of Service Quality, Store Athmosphere and Customer Satisfaction together/simultaneously on Customer Loyalty