Pengaruh Store Atmosphere dan Kualitas Produk terhadap Kepuasan Pelanggan (Survei pada Pelanggan Cafe Otw Food Street Malang)

Abstract

This study aims to explain the influence of Store Atmosphere ( store interior, exterior, display, and layout) to Customer Satisfaction and the influence of Product Quality (perceived and aesthetic quality) to Customer Satisfaction. Researcher apply survey method and questionnaire as a research instrument to collecting data. Researcher also use the SPSS application to calculate and analyze data for view able results.Researcher has selected 116 respondents with purposive sampling method where the characteristics of the respondent has the researcher specify before. Data analysis using descriptive analysis and linear regression analysis. The result shows that both independent variable that is Store Atmosphere and Product Quality either jointly or partially have significant influence to Customer Satisfaction. Product Quality Variable is the most dominant variable in giving influence to Customer Satisfaction