ANALISIS PENGARUH STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA SEBLAK MAMA
DOI:
https://doi.org/10.54199/tg3vst66Keywords:
Store Atmosphere, Service Quality, Customer SatisfactionAbstract
This study aims to analyze the effect of store atmosphere and service quality on customer satisfaction at Seblak Mama in Bangkinang Kota. This research applies a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 120 respondents selected using the accidental sampling technique. The data analysis method used is multiple linear regression with the assistance of statistical software, which has previously passed validity, reliability, and classical assumption tests. The results show that store atmosphere and service quality have a positive and significant effect on customer satisfaction, both partially and simultaneously. Service quality is identified as the most dominant variable influencing customer satisfaction compared to store atmosphere. The coefficient of determination indicates that the independent variables are able to explain a substantial proportion of the variance in customer satisfaction, while the remaining is influenced by other factors outside the scope of this study. These findings suggest that improving service quality supported by a well-managed and comfortable store atmosphere can enhance customer experience and lead to higher customer satisfaction.
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