Ahmad, Habib (2025) PENGARUH STORE ATMOSPHERE, VARIAN MENU, DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP LOYALITAS PELANGGAN DI WARUNG SALIRE. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the influence of store atmosphere, menu variety, and Customer Relationship Management on customer loyalty at Warung Salire Ngagel Surabaya. The research method used is a quantitative approach by distributing questionnaires to 155 respondents. Data analysis techniques include validity testing, reliability testing, classical assumption tests, multiple linear regression, and hypothesis testing both simultaneously and partially. The results show that simultaneously, all three variables significantly influence customer loyalty. Partially, menu variety and Customer Relationship Management have a significant effect, while store atmosphere does not. The conclusion of this study is that attractive menu offerings and effective Customer Relationship Management play a crucial role in enhancing customer loyalty at Warung Salire. Keywords: store atmosphere, menu variety, Customer Relationship Management, customer loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Depositing User: | habib ahmad yani | ||||||||
| Date Deposited: | 05 Aug 2025 07:29 | ||||||||
| Last Modified: | 05 Aug 2025 07:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41566 |
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