PENGARUH STORE ATMOSPHERE, KUALITAS LAYANAN DAN CITRA PERUSAHAAN TERHADAP KEPUASAN PELANGGAN HONDA 99

Abstract

This research aimed to find out the effect of store atmosphere, quality service, and company image on the customers satisfaction of service users of Honda 99 branch Mayjend Sungkon, Surabaya. When those level are accepted or suit with the expectation, it can be categorized as good and satisfied. While, the population was all customers of Honda 99 branch Mayjend Sungkono, Surabaya. Moreover, the data collection technique used non probability and accidental sampling with 98 respondens. In addition, the data analysis technique used multiple linear regression. The research result concluded store atmosphere had positive and significant effect on the customers satisfaction. It meant, the more comfortable the atmosphere, the more satisfied the customers. Besides, service quality had positive and significant effect on the customers satisfaction. In other words, the higher the quality service, the more satisfied the customers. In addition, the company image had positive and significant effect on the customer satisfaction. It meant, the better the company image, the more satisfied the customers.

Keywords: store atmosphere, quality service, company image, customer satisfactions