PENGARUH KUALITAS LAYANAN, HARGA DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN KAFE POHON KOPI

Abstract

This research aims to examine the influence of service quality, price, and store atmosphere on the customers satisfaction of Pohon KopiCafe in Surabaya. Quality of service in this case is how the quality of services provided by employees, while the price is the value set by the cafe, and the store atmosphere is part of the atmosphere created by the cafe. The population in this research were all customers who visited the Pohon Kopi Cafe in Surabaya. The sample of this research use accidental sampling method that is taken when the researcher happened to meet the respondent. Based on the criteria that have been determined then obtained a sample of 80 respondents who are directly in Pohon Kopi Cafe in Surabaya. Data collection methods used were questionnaires and analytical methods used were multiple linear analysis with using SPSS 20 (Statistical Product and Service Solutions) application tool. The results concluded that the results of service quality and store atmosphere have a positive and significant influence on customer satisfaction, while prices have no significant influence on customer satisfaction.
Keywords: Quality of service, price, store atmosphere and customer satisfaction.