PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE TERHADAP CUSTOMER LOYALTY DAN CONSUMER SATISFACTION SEBAGAI VARIABEL MEDIASI (SURVEI PADA PELANGGAN FARMERS MARKET GRAND METROPOLITAN BEKASI)

Tujuan dari penelitian ini adalah untuk menguji pengaruh service quality dan store atmosphere terhadap customer loyalty dan consumer satisfaction sebagai mediasi pada pelanggan Farmers Market Grand Metropolitan Bekasi. Desain penelitian yang digunakan adalah deskriptif dan kausal, sedangkan teknik pemilihan sampel yang digunakan adalah purposive sampling. Metode pengumpulan data menggunakan metode survei. Populasi dalam penelitian ini adalah pelanggan yang pernah berbelanja minimal dua kali selama enam bulan terakhir pada periode Januari-Juni 2017. Total sampel pada penelitian ini berjumlah 200 responden. Pilot studi dilakukan kepada 50 responden. Alat analisis yang digunakan dalam penelitian ini adalah SPSS 23 dan LISREL 8.70. Hasil dari penelitian ini menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap customer loyalty, variabel store atmosphere berpengaruh positif dan signifikan terhadap customer loyalty, variabel consumer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, variabel service quality tidak berpengaruh positif terhadap customer loyalty melalui variabel consumer satisfaction, variabel store atmosphere berpengaruh positif dan signifikan terhadap customer loyalty melalui consumer satisfaction. Nilai goodness of fit pada fit model SEM menunjukkan nilai GFI sebesar 0.83, RMSEA 0.063, CMIN/df 1.8, RMR 0.05, CFI dan TLI sebesar 0.96, serta AGFI 0.80. Hasil penelitian ini bermanfaat untuk gerai ritel Farmers Market dan gerai ritel lainnya. The purpose of this research is to tests empirically the influence of service quality and store atmosphere to customer loyalty and customer satisfaction as an intervening variable on customers of Farmers Market Grand Metropolitan Bekasi. The research design used was descriptive and causal, while the sample selection technique used was purposive sampling. Method of completion of data by survey method. The population in this study were customers who had been shopping at least twice during the last six months in the period from January to June 2017. The total sample in this study requires 200 respondents. Pilot study was conducted to 50 respondents. The analysis tool used in this research is SPSS 23 and LISREL 8.70. The results of this study indicate the service quality positive and significantly affect to customer loyalty. The store atmosphere positive and significantly affect customer loyalty. Consumer satisfaction positive and significantly affect customer loyalty. The service quality is negatively affect customer loyalty through consumer satisfaction. Store atmosphere positive and significantly affect customer loyalty through consumer satisfaction as an intervening variable. The goodness of fit value in the SEM fit model shows the GFI value of 0.83, RMSEA 0.063, CMIN /df 1.8, RMR 0.05, CFI and TLI 0.96, and AGFI 0.80. The results of this study are useful for Farmers Market retail stores and other retail business