KETERKAITAN ATMOSPHERIC, JOY DAN CUSTOMER LOYALTY PENGUNJUNG TRANS STUDIO BANDUNG

Authors

  • Dewi Anggraeni Fakultas Bisnis dan Ekonomika Universitas Surabaya Raya Kalirungkut Surabaya 60293
  • Dudi Anandya Fakultas Bisnis dan Ekonomika Universitas Surabaya Raya Kalirungkut Surabaya 60293
  • Silvia Margaretha Fakultas Bisnis dan Ekonomika Universitas Surabaya Raya Kalirungkut Surabaya 60293

DOI:

https://doi.org/10.9744/jmk.16.2.163-174

Keywords:

Atmospheric, Joy, Persepsi, Customer Loyalty

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh atmospheric terhadap customer loyalty melalui joy pada pengunjung Trans Studio Bandung. Penelitian ini menggunakan SEM dengan LISREL 8.7. Teknik pengambilan sampel yang digunakan adalah convenience sampling. Penelitian ini menggunakan survei melalui kuesioner. Jumlah sampel sebanyak 120 responden. Hasil dari penelitian ini menunjukkan satu dari tiga variabel atmospheric berpengaruh terhadap variabel joy yaitu design, dua variabel lainnya yaitu ambience dan interaction tidak berpengaruh terhadap joy dan joy berpengaruh terhadap custo-mer loyalty.

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Published

2014-09-01