PENGARUH STORE ATMOSPHERE, KUALITAS LAYANAN, DAN LOKASI TERHADAP KEPUASAN PELANGGAN MAKMU SURABAYA

Abstract

Business practitioners are required to have more value in their business so they can compete with other competitors. One of the ways is to create a good ambience to the customers so that it can show the level of seriousness in making customers feel satisfied. This research is aimed to find out the influence of store atmosphere, service quality, and place to the customer satisfaction at Makmu Surabaya.The population is all customers who have ever visited Makmu Surabaya which is located on Jalan Ir Soekarno MERR, Rungkut Kidul M32 Surabaya. The sample collection technique has been done by using purposive sampling with the numbers of samples are 100 respondents. The data analysis has been done by using instrument test i.e. validation test and reliability, precentage descriptive analysis, multiple linear regressions analysis and classic assumption test which have been conducted by using SPSS 23rd for windows.The result of the research shows that store atmosphere and service quality have been proven gives positive and significant influence to the customer satisfaction, whereas place give significant and negative influence because the value of tcount is(-2.382) with the level of sig 0.019 < 0.050, therefore partially place gives negative and significant influence to the customer satisfaction at Makmu Surabaya.
Keywords: Store atmosphere, service quality, location, customer satisfaction