PENGARUH KUALITAS LAYANAN, STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN

Abstract

This research aims to determine the influence of service quality, store atmosphere and word of mouth to customer satisfaction at Dejavu Cafe & Eatery Surabaya. The population used in this research is all consumers who visit and make a purchase at Dejavu Cafe & Eatery Surabaya. Sampling technique using non probability sampling and sample determination using accidental sampling with the number of samples used as many as 100 respondents. While the analysis technique used is multiple linear regression analysis. The results of this research shows that the service quality has significant influence on customer satisfaction because if better the service quality provided, higher the level of customer satisfaction. Store atmosphere does not influence the consumer satisfaction because creating a cafe atmosphere that is less in accordance with consumer tastes can influence the level of customer satisfaction. Word of mouth has a significant influence on consumer satisfaction because the more positive information through word of mouth received by consumers and used in marketing activities, the more increasing the level of customer satisfaction.
Keywords : quality service, store atmosphere, word of mouth and satisfaction consumer