Perkembangan zaman yang semakin modern diikuti adanya globalisasi dan kondisi ekonomi dalam beberapa tahun terakhir di kota-kota besar di Indonesia, menyebabkan bisnis ritel saat ini berkembang dengan pesat. Oleh karena itu, tujuan dalam penelitian ini untuk mengetahui pengaruh Loyalty Program dan Mall Atmosphere terhadap Customer Satisfaction dan Customer Loyalty di Bangkalan Plaza. Jenis penelitian ini kausalitas dengan pendekatan kuantitatif. Sampel dalam penelitian ini adalah konsumen yang berbelanja pada bulan Mei sampai Juli Tahun 2017 di Bangkalan Plaza. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner. Alat analisis yang digunakan adalah Structural Equation Modelling (SEM) dengan software Smart PLS (Partial Least Square). Hasil penelitian ini menunjukkan bahwa Customer Satisfaction mempunyai pengaruh positif dan signifikan terhadap Customer loyalty. Mall Atmosphere sendiri memiliki pengaruh yang signifikan terhadap Customer Satisfaction dan Customer Loyalty. Sementara Loyalty Program di Bangkalan Plaza memiliki pengaruh yang tidak signifikan terhadap Customer Satisfaction dan Customer Loyalty. Dari penelitian ini diharapkan pihak manajemen Bangkalan Plaza akan berinovasi dalam merencanakan Loyalty Program agar konsumen lebih tertarik untuk berbelanja di Bangkalan Plaza. Mall Atmosphere yang sudah ada juga perlu dipertahankan bahkan diperbaiki lagi agar konsumen semakin puas dan setia. Kata Kunci : Customer Satisfaction, Customer Loyalty , Loyalty Program, Mall Atmosphere

The development of an increasingly modern era followed by the globalization and economic conditions in recent years in major cities in Indonesia, causing retail business is currently growing rapidly. Therefore, the purpose of this study to determine the effect of Loyalty Program and Mall Atmosphere on Customer Satisfaction and Customer Loyalty in Bangkalan Plaza. This type of research is causality with quantitative approach. The samples in this study are consumers who shop in May to July 2017 at Bangkalan Plaza. Data collection was done by distributing questionnaires. The analysis tool used is Structural Equation Modeling (SEM) with Smart PLS software (Partial Least Square). The results of this study indicate that Customer Satisfaction has a positive and significant influence on Customer loyalty. Mall Atmosphere itself has a significant influence on Customer Satisfaction and Customer Loyalty. While Loyalty Program at Bangkalan Plaza has no significant effect on Customer Satisfaction and Customer Loyalty. From this research, it is expected that Bangkalan Plaza management will innovate in planning Loyalty Program so that consumers are more interested in shopping at Bangkalan Plaza. Mall Atmosphere that already exist also needs to be maintained even improved again so that consumers more satisfied and loyal. Keywords: Customer Satisfaction, Customer Loyalty, Loyalty Program, Mall Atmosphere

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