PENGARUH KUALITAS PELAYANAN, HARGA DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN PADA CAFE TENDA SURABAYA

Abstract

The number of cafes that exist today is because cafes have become a lifestyle for the majority of people today. This also makes the food and beverages businessman should pay attention to the needs, desire, and demand of the customers in order to create a customers’ satisfaction. This research was aimed to find out the effect of service quality, price and store atmosphere on the Tenda Café Surabaya. This research was quantitative with comparative causal methods. Furthermore, the research population used customers who have ever visited Tenda Café Surabaya. The research data source used primary data. Meanwhile, the research sample collection technique used an accidental sampling technique. Moreover, the research data collection method used questionnaire distribution with 100 respondents. On the other hand, the research analysis technique used multiple linear regressions analysis techniques with the instruments of SPSS (Statistical Product and Service Solution) 23.0 version. The research result indicated that service quality had a positive and significant effect on the customers satisfaction at Tenda Café Surabaya. Furthermore, the price had a positive and significant effect on the customers’ satisfaction. In addition, the store atmosphere had a positive and significant effect on the customers satisfaction at Tenda Café Surabaya.