ANALISIS PENGARUH STORE ATMOSPHERE, HARGA, KUALITAS PELAYANAN, DAN KERAGAMAN PRODUK TERHADAP KEPUASAN KONSUMEN PADA CAFE & RESTO

Abstract

The purpose of this study to determine the significance of the effect of store
atmosphere, price, service quality, and diversity of products to customer satisfaction.
This study uses a survey conducted in Rumah Kopi Sragen Cafe & Resto. Sources of
data in the form of primary data and secondary data. Data collection techniques with
questionnaires, interviews, and literature. The sampling technique uses accidental
sampling of 100 respondents. Data were analyzed using multiple linear regression, the
classical assumption test, t test, F test and test the coefficient of determination. The
results of this study indicate that the store atmosphere significantly influence consumer
satisfaction in Rumah Kopi Sragen Cafe & Resto, prices significantly influence
consumer satisfaction in Rumah Kopi Sragen Cafe & Resto, service quality significantly
influence consumer satisfaction in Rumah Kopi Sragen Cafe & Resto, diversity products
significantly influence consumer satisfaction in Rumah Kopi Sragen Cafe & Resto. Four
variables contributed 54,3 percent.
Keywords: store atmosphere, price, service quality, product diversity, consumer
satisfaction.