PENGARUH STORE ATMOSPHERE DAN PRICE FAIRNESS TERHADAP TRUST DAN SATISFACTION SERTA LOYALTY PADA PENGUNJUNG MCDONALD’S DI KOTA SAMARINDA --

ABSTRACT
The study aims to identify the effect of store atmosphere and price fairness on loyalty, trust and satisfaction as mediation variable in McDonald’s visitors in the city of Samarinda. This study uses a quantitive approach using a path analysis processed with IBM SPSS Statistic V 23 and Structural Equation Modeling (SEM) software with IBM AMOS V 5 sotware. The sample of 126 respondents were taken from the people in Samarinda City. The Measurement scale uses a likert scale with a score of 1 – 5. This study also tested the validity and reliability test, then carried out further test of estimation and structural fit model test.
Based on structural model, it can be proven that Store Atmosphere, and Price Fairness significantly influence Trust; Price Fairness, Trust and Satisfaction significantly influence Loyalty; Trust significantly influence Satisfaction; Store Atmosphere and Price Fairness have no significant effect on Satisfaction; Store Atmosphere have no significant effect Loyalty.
Keywords: Store Atmosphere, Price Fairness, Trust, Satisfaction, Loyalty.