Pengaruh Store Atmosphere dan Service Quality Terhadap Kepuasan Pelanggan Cafe Atakana Coffee and Space

Abstract

Penelitian ini bertujuan untuk mengetahui apakah store atmosphere dan service quality mempunyai pengaruh terhadap kepuasan pelanggan cafe atakana coffe and space. Populasi yang digunakan pada penelitian ini adalah pelanggan cafe atakana coffee and space. Penelitian ini menggunakan sampel sebanyak 70 responden, dengan penarikan sampel menggunakan teknik accidental sampling yang dimana sampel diambil merupakan sampel yang paling mudah diperoleh atau dijumpain. Pengujian hipotesis dalam penelitian ini menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi liniear berganda, uji t, uji F, dan koefisien determinasi (R2) dengan menggunakan software SPSS 23 (Statistic Product and Services Solution) for windows. Data penelitian bersumber dari data primer dan proses pengumpulan data dan menggunakan kuesioner. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu store atmosphere dan service quality terhadap variabel dependen yaitu kepuasan pelanggan. Variabel store atmosphere diperoleh nilai t adalah thitung > ttabel (8,707 > 1,995) dengan tingkat signifikasi 0,000 < 0,05 dan untuk variabel service quality diperoleh nilai thitung > ttabel (2,603 > 1,995) dengan tingkat signifikasi 0,011 < 0,05 sehingga dapat disimpulkan store atmosphere dan service quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan cafe atakana coffee and space. Dan uji F diperoleh nilai fhitung > ftabel (55,186 > 3,13), dengan hipotesis diterima sehingga dapat disimpulkan bahwa variabel store atmosphere (X1) dan variabel service quality (X2) secara simultan berpengaruh terhadap kepuasan pelanggan (Y). This research aimed to determine whether store atmosphere and service quality had an effect on customer satisfaction at Atakana Coffee and Space. The research population included customers of Atakana Coffee and Space. The sample consisted of 70 respondents, selected using accidental sampling, where the sample was the easiest to access or find. The hypothesis testing in this research used statistical model analysis, including validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R2), using SPSS 23 (Statistic Product and Services Solution) for Windows. The research data were derived from primary data collected through questionnaires. The research results showed that there was a correlation between the independent variables, store atmosphere and service quality, and the dependent variable, customer satisfaction. The t-test results for the store atmosphere variable showed that t-value > t-table (8.707 > 1.995) with a significance level of 0.000 < 0.05, and for the service quality variable, t-value > t- table (2.603 > 1.995) with a significance level of 0.011 < 0.05. Therefore, it can be concluded that store atmosphere and service quality had a positive and significant effect on customer satisfaction at Atakana Coffee and Space. The F- test results showed that F-value > F-table (55.186 > 3.13), with the hypothesis accepted, indicating that the variables store atmosphere (X1) and service quality (X2) simultaneously affected customer satisfaction (Y).