Analysis of the Influence of Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor's Behavior, The Visitor Himself / Herself on Customer Loyalty through Emotions and Satisfaction of Watsons customers in Surabaya Chandra Moudy Renata a *, Ronald b , Amelia c a moudy.renata@gmail.com a Barchelor of Management Student at Pelita Harapan University, Surabaya 60234, Indonesia b,c The Lecturer of Barchelor of Management at Pelita Harapan University, Surabaya 60234, Indonesia Abstract The retail industry plays an important role in the business world. In the era of globalization, there will be many changes that will continue to occur. In 2017, the retail industry in Indonesia experienced complaints and tended to decline. One company that has successfully adapted and adjusted its strategy to the circumstances that have occurred is PT. Duta Intidaya Tbk. (DAYA) the manager of the Watsons Indonesia network. Watsons is a leading health and beauty product retailer in Asia which operates 7500 retail stores and 1500 pharmaceutical retail stores in the Asian and European markets, including Indonesia. This study aims to analyze how the influence of Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor's Behavior, and The Visitor Himself / Herself on Customer Loyalty through Emotions. And this study hopes to provide benefits in increasing knowledge in the field of management, especially how much influence Emotions has in increasing Customer Loyalty which will then increase sales from Watsons. Causal research and quantitative methods will be used in this study by processing data in the AMOS version 22.0 application. Data will be collected by distributing questionnaires to 200 respondents with the characteristics of men and women aged 18-60 years, residing in Surabaya, and at least having bought at Watsons offline store 2 times in the last 3 months. In this study the results show that the variables that have a significant positive effect on Emotions are Senses, Interior Design, Signage, Atmospherics, Staff, The Visitor Himself / Herself and those that do not have a significant effect are Facilities and Other Visitor's Behavior. Then Emotions has a significant positive effect on Satisfaction and Satisfaction has a significant positive effect on Customer Loyalty. Has a significant effect on repurchase intention with the coefficient of regulation of 0.661 and C. R value of 9,420. Keywords: Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor’s Behaviour, The Visitor Himself/H erself, Emotions, Satisfaction, Customer Loyalty 1. Introduction The retail industry plays an important role in the business world. Retail is the foundation of the business cycle which is part of business activities in selling goods or services directly to end consumers with the aim of being able to satisfy their wants and needs. For consumers, retail has a function as a provider of various products so that consumers can choose products according to their needs and desires. Today's retail is not what it used to be, with a good management system, changes in people's selective shopping patterns and a change in consumer perspective, retail that was originally traditional has begun to change into modern retail. Referring to Presidential Regulation Number 112 of 2007, traditional retail is a small and medium scale retailer, and in the buying and selling process it can be through bargaining. Modern retail has a higher demand compared to traditional retail because modern retail has a complete and comfortable shopping experience, which is not only for shopping, but also as a means of recreation, entertainment and life style (https://www.validnews.id , downloaded on February 7, 2020). The first modern retailer that was present in Indonesia was the Sarinah Department Store which was founded in 1962 which then continued to grow until the 1980s. Then in the early 1990s, foreign retailers in 95 www.ijrp.org IJRP 2021, 70(1), 95-117; doi:.10.47119/IJRP100701220211715