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All Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)
Tara Febrianti
Universitas Potensi Utama
Economics, Econometrics & Finance

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Pengaruh Harga, Promosi, dan Suasana Toko (Store Atmosphere) Terhadap Loyalitas Pelanggan Ask Coffee Marelan Tara Febrianti; Aisyah Azhar Adam
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 6 No 2 (2026): Edisi Mei 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jamek.v6i2.2288

Abstract

This study aims to examine the effect of price, promotion, and store atmosphere on customer loyalty at Ask Coffee Marelan. This research is a quantitative study with an associative approach. Data were collected through questionnaires distributed to 100 respondents who are customers of Ask Coffee Marelan. The analytical methods used include multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with the help of SPSS 27. The results of the t-test show that Price (X1) has a t-value of 6.724, which is greater than the t-table value of 1.984, with a significance level of 0.000 < 0.05, indicating a positive effect. Thus, H1 is accepted and H0 is rejected, meaning that Price (X1) has a positive and significant effect on Customer Loyalty (Y). Promotion (X2) has a t-value of 2.944, which is greater than the t-table value of 1.984, with a significance level of 0.004 < 0.05, indicating a positive effect. Thus, H2 is accepted and H0 is rejected, meaning that Promotion (X2) has a positive and significant effect on Customer Loyalty (Y). Store Atmosphere (X3) has a t-value of 2.056, which is greater than the t-table value of 1.984, with a significance level of 0.043 < 0.05, indicating a positive effect. Thus, H3 is accepted and H0 is rejected, meaning that Store Atmosphere (X3) has a positive and significant effect on Customer Loyalty (Y). Furthermore, the F-test results indicate that the three variables simultaneously have a significant effect on Customer Loyalty (Y) at Ask Coffee Marelan.
Co-Authors Aisyah Azhar Adam