Pengaruh Kualitas Pelayanan, Promosi, dan Suasana Toko dalam Meningkatkan Kepuasan serta Loyalitas Pelanggan: Studi Kasus Momoyo Cabang Balige
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Abstract
This study aims to analyze how service quality, promotion, and store atmosphere can affect customer satisfaction and loyalty at Momoyo Balige Branch. The method used involves an explanatory quantitative approach, through a survey conducted on 251 respondents from Del Institute of Technology students. The data from the survey was then analyzed using multivariate regression techniques. The results of the study show that the three independent variables have a positive and significant effect on customer satisfaction and loyalty. Service quality and store atmosphere appear to be the most dominant factors here, while promotion has the least influence, although it is still significant overall. Findings such as these truly emphasize the importance of continuously improving service standards, store comfort, and relevant promotions in order to build customer satisfaction and loyalty in a sustainable manner.
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How to Cite
Simorangkir, P., Juniastika, T., Mayadinata, J., Manik, S., & Manalu, S. A. (2025). Pengaruh Kualitas Pelayanan, Promosi, dan Suasana Toko dalam Meningkatkan Kepuasan serta Loyalitas Pelanggan: Studi Kasus Momoyo Cabang Balige. ProBisnis : Jurnal Manajemen, 16(06), 2988–2997. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1308
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BPS. (2023). Statistik Penyediaan Makanan dan Minuman 2023.
Csikósová, A., Anto, M., & Katarína, Č. (2014). Strategy in Direct and Interactive Marketing and Integrated
Marketing Communications. 116, 1615–1619. https://doi.org/10.1016/j.sbspro.2014.01.444
Deb, R. K. (2025). Indonesia Food and Beverages Market By Product (Beverage – Alcoholic Beverages, Non-
Alcoholic Beverages; Food – Bakery and Confectionery, Frozen Food, Dairy Products, Breakfast
Cereals, Meat, Poultry, and Seafood); By Distribution Channel (Supermarkets/Hy.
Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan
Melalui Kepercayaan. 3(September), 171–180.
Indah, R., Putri, R., Fadhilah, D., Nasution, A. W., Affandi, I., Seri, E., Medan, P. N., & Tea, F. (2024). ES
KRIM MOMOYO MAHASISWA MUSLIM AKUNTANSI. 2023, 436–441.
Kotler, P. (2001). Atmospherics as a Marketing Tool.
Kotler, P., & Keller, K. L. (2016). Marketing Management.
Laksana, F. (2018). Manajemen Pemasaran: Pendekatan Praktis.
Laksono, A. D., Wulandari, R. D., Amaliah, N., & Wisnuwardani, R. W. (2022). Stunting among children under
two years in Indonesia: Does maternal education matter?
https://doi.org/https://doi.org/10.1371/journal.pone.0271509
Levy, M., & Weitz, B. A. (2012). Retailing Management.
Marso, & Idris, R. (2022). The Impact of Store Atmosphere on Customer Loyalty through Perceived Quality
and Satisfaction. 5.
Momoyo. (2022). MOMOYO. https://www.momoyodrink.com/aboutUs
Munandar, H., & Rahman, T. (2025). Persepsi Konsumen terhadap Kualitas Layanan: Analisis Psikologis
pada Mixue dan Momoyo di Palangka Raya.
Nasution, M. I., Fahmi, M., & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises
Performance Using the Structural Equation Model- Part Least Square ( SEM-PLS ) The Quality of Small
and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square.
https://doi.org/10.1088/1742-6596/1477/5/052052
Nweke, C. J., Odom, E. O., Nweke, C. B., & Elejere, A. E. (2024). Maternal socio-demographic characteristics
as correlates to nutritional status of under-five children: Multivariate regression model approach. 15.
https://doi.org/https://doi.org/10.26596/wn.202415413-20
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale For Measuring
Consumer Perceptions of Service Quality.
Prasetyo, Y. A., & Pudjoprastyono, H. (2023). The Influence of Service Quality and Store Atmosphere on
Customer Satisfaction at the Starbucks Pakuwon Mall Surabaya Outlet. 2(2), 623–632.
https://doi.org/10.55299/ijec.v2i2.625
Saputra, S., & Cinthya, L. (2023). Analysis of the Impact of Product Quality and Service Quality on Customer
Loyalty mediated by Customer Satisfaction on Bubble Tea Drink Brands in Batam. 4(5).
Sheean, P. M., Gleason, B., Phillip, B., Harris, J., Boushey, C., & Horn, L. Van. (2011). Publishing Nutrition
Research: A Review of Multivariate Techniques—Part 1. 111(1).
Sitorus, A. N., Supriandi, S., & Sasmito, P. (2023). The Influence of Promotions, Prices and Location on
Customer Loyalty of The Beverage Industry in Bogor City. West Science Journal Economic and
Entrepreneurship, 1(05), 84–90. https://doi.org/10.58812/wsee.v1i02.71
Tegegne, A. A. A. A. S., Belay, D. B., & Agmas, Y. A. (2025). Coexisting predictors for undernutrition indices
among under-five children in West Africa: application of a multilevel multivariate ordinal logistic
regression model.
Tjiptono, F. (2015). Strategi Pemasaran: Prinsip Dan Penerapan.
Turley, & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental
Evidence. 49(2), 193–211. https://doi.org/https://doi.org/10.1016/S0148-2963(99)00010-7
Utami, C. W. (2017). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di
Indonesia.
Zeithaml, V. A., & Berry, L. L. (1996). The Behavioral Consequences of Service Quality.