PENGARUH CITRA TOKO TERHADAP LOYALITAS PELANGGANDI ALFAMIDI MATANGGLUMPANGDUA, BIREUEN

THE INFLUENCE OF STORE IMAGE ON CUSTOMER LOYALTY AT ALFAMIDI MATANGGLUMPANGDUA BIREUEN

Abstract

This study aims to determine the influence of store image on customer loyalty at Alfamidi Matangglumpangdua in Bireuen Regency. Data collection was conducted through questionnaires, observations, and literature review. The descriptive associative analysis method was used with a quantitative approach. A simple linear regression model and coefficient of determination were applied. The results of the regression analysis indicate that store image has a positive and significant influence on customer loyalty at Alfamidi Matangglungdua, with a regression coefficient of 0.425. This marginally indicates that a one-unit increase in store image can increase customer loyalty by 0.425. A good store image, such as product quality, service, and shopping experience, plays a significant role in increasing customer satisfaction and loyalty. The coefficient of determination value of 0.294 indicates that 29.4% of the variation in customer loyalty can be explained by store image. This suggests that other factors such as price, promotions, or external factors also play an influential role and require attention at Alfamidi stores.