PENGARUH PHYSICAL EVIDANCE TERHADAP KEPUASAN PELANGGAN LOTTEMART DENGAN AKSESIBILITAS SEBAGAI VARIABEL MODERATOR

Abstract

The purpose of this research is to examine and to find out the influence of atmosphere, design, and entertainment variables to the customer satisfaction at LotteMart Wholesale Sidoarjo with accessibility as the moderator variable.The population is the customers of LotteMart Wholesale Sidoarjo and the samples are 110 respondents.
The multiple regressions analysis is used as the data analysis technique which is meant to calculate the magnitude of the regression coefficient in order to show the magnitude of the influence of atmosphere, design, and entertainment variables to the customer satisfaction. Meanwhile, the residual test is used to strengthen or to weaken the correlation among other independent variables to the dependent variable by using regression analysis with moderating variable. The result of multiple linear regression analysis shows that atmosphere variable and entertainment variable has positive influence whereas design variable has negative influence to the customer satisfaction.The result of residual test shows that accessibility variable is moderating variable or a variable which moderates the correlation between atmosphere, design, and entertainment so the customer satisfaction can be achieved.
Keywords: Atmosphere, Design, Entertainment, Customer Satisfaction, and Accessibility