<![CDATA[ABSTRAKPenelitian ini menganalisis pengaruh suasana toko dan nilai utilitarian terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada pelanggan Matahari Department Store Kudus. Penelitian ini menggunakan pendekatan kuantitatif dengan dengan populasi penelitian yang terdiri dari pelanggan Matahari Department Store Kudus. Metode pengambilan sampel menggunakan purposive sampling, sebanyak 120 responden berpartisipasi. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM AMOS 24. Hasil menunjukkan suasana toko dan nilai utilitarian berpengaruh positif terhadap kepuasan pelanggan. Namun, suasana toko tidak berpengaruh pada loyalitas pelanggan, sedangkan nilai utilitarian berpengaruh signifikan. Kepuasan pelanggan juga tidak berpengaruh signifikan terhadap loyalitas.Kata Kunci: Suasana Toko, Nilai Utilitarian, Kepuasan Pelanggan, Loyalitas Pelanggan ABSTRACTThis study analyzes the influence of store atmosphere and utilitarian value on customer loyalty with customer satisfaction as an intervening variable on Matahari Department Store Kudus customers. This study uses a quantitative approach with a research population consisting of Matahari Department Store Kudus customers. The sampling method uses purposive sampling, as many as 120 respondents participated. Data were collected through questionnaires and analyzed using SEM AMOS 24. The results show that store atmosphere and utilitarian value have a positive effect on customer satisfaction. However, store atmosphere does not affect customer loyalty, while utilitarian value has a significant effect. Customer satisfaction also does not have a significant effect on loyalty.Keywords: Store Atmosphere, Utilitarian Value, Customer Satisfaction, Customer Loyalty]]>
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