Understanding Customer Loyalty: The Influence of Price Perception, Store Atmosphere, and Service Quality at Toserba Sunan Drajat, Merakurak Timur, Tuban

Abstract

This study examined the influence of price perception, store atmosphere, and service quality on customer loyalty at Toserba Sunan Drajat, East Merakurak Branch, Tuban. Increasing competition in Indonesia’s retail sector requires retailers to maintain customer loyalty through superior shopping experiences. A quantitative approach with a survey method was employed in this study. Data were collected from 100 customer who met predetermined sampling criteria using structured questionnaires. The collected data were analyzed using descriptive statistic, instrument testing, classical assumption test, multiple linear regression analysis, and hypothesis testing. The findings indicated that price perception, store atmosphere, and service quality positively and significantly influenced customer loyalty both individually and simultaneously. Among the three independent variables, service quality demonstrated the strongest effect on customer loyalty. These findings imply that improving service quality while maintaining competitive pricing and creating a comfortable store atmosphere can strengthen customer loyalty and enhance the competitiveness of local retail businesses.