THE INFLUENCE OF STORE ATMOSPHERE ON CUSTOMER RETENTION IN LALANA SOCIAL SPACE

This study aims to determine the effect of store atmosphere on customer retention at Lalana Social Space, a coffe shop with a tropical modern concept located in Bandung. The method used is descriptive quantitative with a survey approach. Primary data was collected through the distribution of questionnaires to 90 respondents who are active members of Lalana Social Space. Data analysis was conducted using SPSS software version 27, including validity and reliability tests, simple linier regression, and t-tests, The results of the study indicate that store atmosphere, which includes aspects such as exterior, interior, layout, and display, has a significant influence on customer retention. Customers are motivated to revisit due to the comforting atmosphere offered by Lalana Social Space. This finding indicates that store atmosphere is not merely a visual complement but also a crusial element in building customer loyalty and influencing repeat purchase decisions. This study provides valuable insights for business managers to understand the importance od store atmosphere planning in retaining customers and creating enjoyable experience.