PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, ATMOSFER TOKO, DAN KEWAJARAN HARGA TERHADAP LOYALITAS PELANGGAN COFFEE SHOP DI MALANG

The rapid increase of the Coffee Shop in Malang poses a challenge for a marketer to explore and develop the marketing strategy. This study aims to determine how product quality, service quality, store atmosphere, and price fairness on customer loyalty at Coffee Shop. This article is based on a survey of customer Coffee Shops in Malang. Respondents were asked to provide responses related to product quality, service quality, store atmosphere, price fairness, and customer loyalty. Data was collected by using accidental sampling. There were 136 final respondents obtained from 182 filled questionnaires. The data analysis technique by using multiple linear regression. The result revealed that product quality, store atmosphere, dan price fairness significantly affects customer loyalty. While service quality does not significantly affect customer loyalty. The dominant variable affecting customer loyalty from the third variable is product qualit