PENGARUH PRODUK, HARGA, TEMPAT DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN PADA WARKOP BENPADANG SIDOARJO

Abstract

This research aimed to analyze and find out theeffectof product,price, place, and atmosphere store on the customers’ satisfaction at Warkop Benpadang Sidoarjo. Fourthermore, the population of this research used1000 respondents who have ever visited and purchased at Warkop Benpadang Sidoarjo. Furthermore, the data collection technique of this research used the one-shot technique i.e. only one measurement to100 respondents. Meanwhile, the data analysis technique used multiple linear regressions analysis and used SPSS application 20.0 version. The result of this research showed that the variable of a product has a positive and significant effect on the customers’ satisfaction because the product offers to take away and use natural ingredients, while the price variable had a positive and significant effect on the customer’ satisfaction because the price was affordable for students, but the place variable did not have a significant effect on the customers satisfaction because the placeis more intensive on the variable of product, price, and store atmosphere, and the store atmosphore variable had a positive and significant effect on the customers’ satisfaction since there was live music as the entertainment.
Keywords: produk, price, place, store atmosphere, customers’ satisfaction