Abstract

The purpose of this study was to examine the effect of retail brand and retail atmosphere on customer loyalty mediated by customer experience for kebab customers in Banda Aceh. The population determined in this study were all kebab customers in Banda Aceh, which were unlimited in number. In this study, the minimum sample involved 120 respondents. The sample allocation for these three Kebab outlets was carried out proportionally, each Kebab outlet was represented by 40 respondents so that 3 outlets the number of respondents was 120. Data analysis used Structural Equation Modeling (SEM) AMOS version 22. The results showed that from 5 direct hypotheses, tested there is one that is not significant, namely the influence of retail brands on customer loyalty. This means that the brand on the kebab counter is not a lever variable to increase kebab customer loyalty. So that kebab counter owners can ignore this variable and prioritize other variables such as retail atmosphere or customer experience to increase customer loyalty. There are 2 indirect effects tested, namely the indirect influence of retail brand on customer loyalty to kebab customers in Banda Aceh through customer experience mediation and indirect retail atmosphere influence on customer loyalty to Banda Aceh Kebab customers through customer experience mediation. Both show a significant influence. namely the indirect influence of retail brand on customer loyalty to kebab customers in Banda Aceh through customer experience mediation and indirect retail atmosphere influence on customer loyalty to Banda Aceh Kebab customers through customer experience mediation. Both show a significant influence. namely the indirect influence of retail brand on customer loyalty to kebab customers in Banda Aceh through customer experience mediation and indirect retail atmosphere influence on customer loyalty to Banda Aceh Kebab customers through customer experience mediation. Both show a significant influence.