The Influence Of Promotion And Service Quality On Customer Loyalty With Customer Satisfaction As An Intervening Variable At The Ub Makmur Shop In Surabaya

¹Tantri Yunita Putri, ^2*Bambang Raditya Purnomo

Abstract

This study aims to analyze the influence of service quality and store ambiance on customer loyalty through customer satisfaction as an intervening variable at UB Makmur Store Surabaya. The research subjects were the customers of UB Makmur Store Surabaya with a sample of 115 people. The research method used in this study is quantitative research. The analytical technique used is Partial Least Square (PLS) with validity test, reliability test, and hypothesis test. The results of the study prove that service quality has a significant effect on customer satisfaction at UB Makmur Store Surabaya. Store ambiance is having a substantial impact on customer satisfaction at UB Makmur Store Surabaya. Service quality has a positive and significant effect on customer loyalty at UB Makmur Store Surabaya. Store ambiance has a positive and significant effect on customer loyalty at UB Makmur Store Surabaya. Customer satisfaction has a positive and significant effect on customer loyalty at UB Makmur Store Surabaya. Service quality has no significant effect on customer loyalty through customer satisfaction at UB Makmur Store Surabaya. Store ambiance has a significant effect on customer loyalty through customer satisfaction at UB Makmur Store Surabaya