EPrints Repository UNTIRTAPENGARUH SERVICESCAPE DAN ADVERTISING TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pasien BPJS di Klinik Amal Sehat Serang, Banten)RaflyFerdiansyahauthorThis study aims to analyze the effect of Servicescape and Advertising on Customer Loyalty with Customer Satisfaction as an intervening variable among BPJS patients at the Amal Sehat Clinic, Serang, Banten. This study uses a quantitative approach with a survey method. The research data was obtained by distributing questionnaires to 152 respondents who were registered BPJS patients actively undergoing treatment at the Amal Sehat Clinic. The sampling technique used was purposive sampling, with the number of respondents determined based on criteria set in the study. Data analysis was performed using the Structural Equation Modeling (SEM) method with SmartPLS as the analysis tool to test the direct and indirect effects between the study variables. The results showed that Servicescape and Advertising had a positive and significant effect on Customer Loyalty. Servicescape and Advertising had a positive and significant effect on Customer Satisfaction. Customer Satisfaction was proven to have a positive and significant effect on Customer Loyalty. Customer Satisfaction was able to mediate the effect of Servicescape and Advertising on Customer Loyalty.H Social Sciences (General)HB Economic Theory2026UNIVERSITAS SULTAN AGENG TIRTAYASA;MANAJEMENThesis

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