THE EFFECT OF RETAIL SERVICE AND STORE IMAGE ON CUSTOMER SATISFACTION AND LOYALTY IN NIRMALA SUPERMARKET JIMBARAN-BALI

This study aims to explain the influence of retail services and store image on customer satisfaction and loyalty. The population in this study were customers of Nirmala Jimbaran Supermarket. The method of determining the sample is done by purposive sampling technique with a sample size of 100 respondents. Data collection techniques in this study by distributing questionnaires to Nirmala Supermarket customers who became research respondents. Testing the research hypothesis using SEM (Structural Equation Modeling) analysis techniques, with SPSS application tools. The results showed that retail services and store image had a positive and significant effect on the satisfaction and loyalty of Nirmala Supermarket Jimbaran customers, and satisfaction had a positive and significant effect on customer loyalty. Based on the results of the study, it was suggested to the management of Nirmala Supermarket to be able to implement the strategy by always improving retail services, store image, and customer satisfaction in maintaining existing customer loyalty