The Influence of Perceived Value, Store Atmosphere, and Social Media Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening Variable at Mie Gacoan Merr Surabaya
DOI:
https://doi.org/10.55927/fjbes.v2i3.650Kata Kunci:
Perceived Value, Store Atmosphere, Social Media Marketing, Consumer Satisfaction, Consumer LoyaltyAbstrak
The purpose of this study is to investigate the impact of Perceived Value, Store Atmosphere, and Social Media Marketing on Consumer Loyalty through Consumer Satisfaction as a mediating variable at Mie Gacoan MERR Surabaya. As competition within the culinary sector continues to intensify, understanding the determinants of customer loyalty has become essential for business sustainability. This study utilizes a quantitative explanatory research approach. Primary data were obtained from 100 respondents selected through purposive sampling and analyzed using Path Analysis conducted with SPSS 27. The findings are expected to provide insights into the relationships among the variables and their contribution to enhancing consumer loyalty. The results indicate that Perceived Value, Store Atmosphere, and Social Media Marketing have a positive and significant influence on Consumer Satisfaction both partially and simultaneously. Furthermore, the three independent variables also exhibit a positive and significant influence on Consumer Loyalty. Mediation test results reveal that Consumer Satisfaction significantly mediates the relationship between the independent variables and the dependent variable. These findings confirm that Perceived Value is the most dominant factor in driving loyalty; however, direct experiential satisfaction remains an absolute prerequisite for consumers to remain loyal to the Mie Gacoan brand amidst numerous competing alternatives.
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