PENGARUH ATMOSFER GERAI, PERSEPSI HARGA DAN AKSESIBILITAS LOKASI TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER EXPERIENCE SEBAGAI VARIABEL MODERATING

(Studi Kasus Pada Konsumen Mie Gacoan Padang)

Abstrak

Peneltian ini bertujuan untuk mengetahui dan berusaha menganalisis Pengaruh Atmosfer Gerai, Persepsi Harga, dan Aksesibilitasi Lokasi Terhadap Customer Loyality melalui Customer Experience sebagai variabel moderating (Studi Kasus Pada Konsumen Mie Gacoan Padang). Penelitian ini adalah model (SEM) Structural Equation Modeling dengan alat bantu analisis SmartPls. Populasi dan sampel penelitian ini adalah Konsumen Mie Gacoan Padang. Hasil penelitian menemukan Atmosfer Gerai berpengaruh positif dan signifikan terhadap Customer Loyality. Persepsi Harga tidak berpengaruh signifikan terhadap Customer Loyality . Aksesibbilitas Lokasi tidak berpengaruh signifikan terhadap Customer Loyality. Customer Experience tidak dapat memoderisasi Pengaruh Atmosfer Gerai terhadap Customer Loyality. Customer Experience tidak dapat memoderisasi Pengaruh Persepsi Harga terhadap Customer Loyality. Customer Experience tidak dapat memoderisasi Pengaruh Aksesibilitasi lokasi terhadap Customer Loyality.

This study aims to identify and attempt to analyze the influence of Store Atmosphere, Price Perception, and Location Accessibility on Customer Loyalty through Customer Experience as a moderating variable (Case Study on Consumers of Mie Gacoan Padang). This research uses a Structural Equation Modeling (SEM) model with SmartPLS as the analytical tool. The population and sample of this study are consumers of Mie Gacoan Padang. The results of the study found that Store Atmosphere has a positive and significant effect on Customer Loyalty. Price Perception does not have a significant effect on Customer Loyalty. Location Accessibility does not have a significant effect on Customer Loyalty. Customer Experience cannot moderate the effect of Store Atmosphere on Customer Loyalty. Customer Experience cannot moderate the effect of Price Perception on Customer Loyalty. Customer Experience cannot moderate the effect of Location Accessibility on Customer Loyalty.