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All Journal Jurnal Mahasiswa Entrepreneur
Wulan Sandi Ayuningrum
Universitas Abdurachman Saleh Situbondo
Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH, STORE ATMOSFEER, SOCIAL MEDIA PROMOTION DAN KUALIATAS PELAYANAN TERHADAP LOYALITAS DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA SALON SIMPATIK BESUKI Wulan Sandi Ayuningrum; Riska Ayu Pramesthi; Ediyanto Ediyanto
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 7 (2026): JULI 2026
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i7.9350

Abstract

This study aims to analyze the effect of Store Atmosphere, Social Media Promotion, and Service Quality on Purchase Decisions and Customer Loyalty, as well as the indirect effects of these variables on Customer Loyalty through Purchase Decisions as an intervening variable at Salon Simpatik Besuki. This study employed a quantitative approach involving 114 respondents who were customers of Salon Simpatik Besuki. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the assistance of SmartPLS. The results showed that Store Atmosphere and Service Quality had a positive and significant effect on Purchase Decisions, while Social Media Promotion had no significant effect on Purchase Decisions. Store Atmosphere, Social Media Promotion, and Service Quality did not have a significant direct effect on Customer Loyalty. Meanwhile, Purchase Decisions had a positive and significant effect on Customer Loyalty. Indirectly, Store Atmosphere and Social Media Promotion had a significant effect on Customer Loyalty through Purchase Decisions, while Service Quality did not have a significant effect. Therefore, Purchase Decisions play an important role as an intervening variable in increasing Customer Loyalty at Salon Simpatik Besuki.
Co-Authors Ediyanto Ediyanto Riska Ayu Pramesthi