Az Zahra, Alifia Salma (2026) The Influence of Brand Image, Perceived Quality, and Store Atmosphere on Customer Loyalty: The Mediating Role of Purchase Decision in Grainsly Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to examine the effects of brand image, perceived quality, and store atmosphere on customer loyalty, with purchase decision acting as a mediating variable in the context of Healthy Food Grainsly Surabaya. The study is grounded in the shifting consumption patterns of urban communities toward healthier lifestyles, driven by increasing health awareness, particularly in the post-pandemic era. This phenomenon has contributed to the rapid growth of the healthy food industry, while simultaneously intensifying competition and creating challenges in sustaining customer loyalty. This investigation employed a mixed-methodological paradigm by amalgamating quantitative and qualitative datasets. Empirical data were garnered from 100 participants through an incidental sampling procedure and subsequently scrutinized utilizing the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique. The empirical outcomes elucidate that brand image and store atmosphere do not manifest a substantial direct influence on customer loyalty. Nevertheless, both constructs exhibit a statistically meaningful indirect impact through purchase decision as an intervening variable. Conversely, perceived quality and purchase decision demonstrate a significant direct contribution toward customer loyalty. These findings imply that consumers’ perceptual evaluations and retail environmental attributes, in isolation, are inadequate to cultivate enduring customer loyalty without reinforcement from tangible purchasing experiences. Furthermore, the model demonstrates strong explanatory and predictive capabilities, suggesting that the selected variables are appropriate in explaining customer loyalty behavior. It is therefore recommended that firms prioritize the enhancement of product quality and implement strategies that effectively translate consumer interest into purchase decisions in order to foster sustainable long-term customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Alifia Salma Az Zahra | ||||||||||||
| Date Deposited: | 03 Jun 2026 03:58 | ||||||||||||
| Last Modified: | 03 Jun 2026 03:58 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53446 |
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