The Influence of Price and Store Atmosphere on Customer Loyalty through Customer Satisfaction at Marugame Udon Mall Taman Anggrek

This study examines how price and store atmosphere affect customer loyalty through customer satisfaction at Marugame Udon, a Japanese fast food restaurant located in Mall Taman Anggrek. Using a quantitative survey of 100 respondents, data were collected through a questionnaire. This study used path analysis to test the direct and indirect relationships between variables. The results showed that price and store atmosphere significantly affect customer satisfaction and loyalty, with satisfaction as a mediating variable. These results emphasize the importance of pricing strategies and store atmosphere in building long-term relationships with customers in a competitive culinary market.