PENGARUH KUALITAS LAYANAN DAN ATMOSFER TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This researchis aimed to find out the service quality and atmosphere give an influence to the customer
satisfaction which is mediated by the purchasing decision. The population is Ok Go Kitchen Sidoarjo cafe
customers. The samplecollection technique has been done by using purposive sampling and the numbers of
samples are 100 respondents. The analysis technique has been done by using path analysis method (path
analysis). The result of the test shows that the service qualitygives direct positive influence from the service
quality to the customer satisfaction, the atmosphere gives direct influenceto the customer satisfaction, customer
satisfaction has been provento be significant and positive to the purchasing decision, service quality and
atmosphere has been proven significant to the purchasing decision. These results show that customer satisfaction
does not mediate the influence of service quality to the purchasing decisions whereas customer satisfaction can
mediate the influence of the atmosphere to the purchasing decisions. The result of this test also indicate that the
indirect influence of the service quality and atmosphere to the purchasing decision through customer satisfaction
is greater than the magnitude of the direct influence of service quality and placeto the purchase decision.

Keywords: service quality, atmosphere, customer satisfaction and purchasing decisions