ANALISIS PENGARUH VARIABEL ENVIRONMENT CONSTRUCTS TERHADAP STORE LOYALTY MELALUI SELF-CONGRUITY DAN PRECEPTUAL CONSTRUCTS PELANGGAN DIANA CAKE DI SURABAYA

Abstract

This study aimed to find out how the effect Physical design, atmosphere, employee to Store Loyalty through Self-Congruity, Service Quality, Product Quality, Prices for Diana Cake surabaya The sample used in this study is the Diana Cake visitors who live in the city of Surabaya and who had visited Diana Cake two times a month with total sample is 125 respondents. For processing and analyzing the data in this research is by using Structural Equation Modeling (SEM) with AMOS 22.0 software as software for data processing. The analysis showed that the all variable have a positif effect. The empirical findings indicate that the effect of variable Price to variable Store Loyalty has the biggest regression coefficient with a value of 0.578. The second highest influence was among the variables Self-Congruity with the vi variable Service Quality with regression coefficient value 0.511. The third highest influence was among Product Quality to Store Loyalty with the regression coefficient value 0.502.