PENGARUH AMBIENT CONDITION, SPACE AND FUNCTIONALITY DAN USE OF SIGN, SYMBOLS AND ARTIFACTS TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN
Abstract
The purpose of this study is to analyze the effect of ambient condition, space and
functionality and sign of symbols and artifacts to consumer satisfaction and consumer
loyalty. This research is a survey of Serious Coffee consumers in Solo. The sample
technique uses accidental sampling of 100 people. Data analysis use path analysis. The
result of the research shows that ambient condition has significant effect to customer
satisfaction. Space and functionality have a significant effect on customer satisfaction.
Sign of symbols and artifacts have a significant effect on customer satisfaction. Ambient
condition has a significant effect on consumer loyalty. Space and functionality have a
significant effect on consumer loyalty. Sign of symbols and artifacts have a significant
effect on consumer loyalty. Consumer satisfaction has a significant effect on consumer
loyalty.
Keywords: ambient condition, space and functionality, sign of symbol and artifacts,
satisfaction, consumer loyalty
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