PENGARUH STORE ATMOSPHERE, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GOLDENBALL CAFE DI KOTA PONTIANAK

Abstract

A good reputation plays an important role in achieving company goals and is one of the factors for a company's success. The store atmosphere is designed to create an environment that meets consumer expectations and ensures their comfort. Price is the amount charged by Goldenball Cafe to consumers for products and services, which is perceived by consumers of the product or service. Service quality is the main focus of Goldenball Cafe in providing satisfaction to consumers who visit, so that it has a positive impact on consumers so they want to visit again. With good quality service, appropriate prices and a comfortable shop atmosphere, making consumers feel satisfied with what they get and feel. This research aims to analyze and test the influence of store atmosphere, price and service quality on consumer satisfaction at the Goldenball Cafe in the city of Pontianak. The form of this research is quantitative. The population in this research are consumers who visit Goldenball Cafe. The sample in this study was 100 respondents using purposive sampling techniques. Testing was carried out by analyzing the results of the classical assumption test, validity test, reliability test, multiple linear regression analysis test and hypothesis testing using SPSS version 25. The results showed that the three independent variables (store atmosphere, price and service quality) had a positive effect on the variables bond (consumer satisfaction).

Keywords: Store Atmosphere, Price, Service Quality and Consumer Satisfaction

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