HEDONIC VALUE, STORE ATMOSPHERE AND SATISFACTION: THE IMPACT ON CAFE CONSUMER LOYALTY

Abstract

Purpose: This paper aims to determine and examine the effect of hedonic value, store atmosphere, and
customer satisfaction on consumer loyalty at Cafe Pojok Bangka, Jember. The population in this study
were all visitors to Café Corner Bangka Jember. Methods: The research method used is descriptive
research method and quantitative method. Analysis data: The population in this study were all visitors
to Café Corner Bangka Jember. The research sample was determined by 100 respondents by purposive
sampling method. Validity test and reliability test to test the measuring instrument which in this case is
in the form of a questionnaire. Hypothesis testing using multiple linear regression analysis. Result and
discussions: The calculation results show that hedonic value with a coefficient of 0.230, store
atmosphere with a coefficient of 0.296, and consumer satisfaction with a coefficient of 0.033 have a
positive effect on consumer loyalty at Café Pojok Bangka Jember. Conclusion : The results showed that
hedonic value had an effect on customer loyalty. Store atmosphere affects customer loyalty. Customer
satisfaction affects customer loyalty at Café Corner Bangka Jember