THE INFLUENCE OF BRAND IMAGE AND STORE ATMOSPHERE ON CUSTOMER LOYALTY KOPI KENANGAN RUKO BAHU MANADO

Abstract

Coffee has become an indispensable part of lifestyle, enjoyed while hanging out or making connections. This study investigates the impact of brand image and store atmosphere on customer loyalty at Kopi Kenangan Ruko Bahu Manado. The research adopts a quantitative approach, utilizing surveys to collect data from customers. The sample size is 100 respondents who visited and purchased at Kopi Kenangan Ruko Bahu Manado. The findings show that Brand Image and Store atmosphere influence Customer Loyalty, partially and simultaneously.

Keyword: Brand Image, Store Atmosphere, Customer Loyalty