PENGARUH HARGA, STORE IMAGE DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN PADA WARKOP PUNTADEWA MALANG

Indonesia

Abstract

Puntadewa Coffee Shop is one of the cafes and restaurants that are beginning to be known not only by the people of Malang, located near the entrance gate of the Abd airport. Saleh, so Warkop Puntadewa can easily get consumers from outside Malang. The objectives in this study are: 1) To find out and analyze prices, store image and store atmosphere simultaneously influence customer satisfaction. 2) To find out and analyze prices, store image and store atmosphere have a partial effect on customer satisfaction. 3) To find out and analyze between price, store image and store atmosphere which have dominant influence on customer satisfaction. This research is an explanatory research type (explanation). The population used in this study is consumers who buy food and drinks in WARKOP Puntadewa Malang, amounting to 6375 people. To determine the number of samples according to Slovin in Umar, amounting to 98 respondents or consumers. By using multiple linear regression analysis obtained F value of 39.021 and F table value of 2.70, because F count is greater than F table, then the decision on Ho is rejected and Ha is accepted, which means that all independent variables namely price, store image and store atmosphere simultaneously affect customer satisfaction. From the partial analysis it can be proven that all independent variables namely price, store image and store atmosphere have a significant influence partially on the dependent variable or customer satisfaction (Y). Store atmosphere variable is the dominant variable influencing customer satisfaction. This is indicated by the value of the Standardized Coefficients Beta store atmosphere variable is greater than the price variable and store image (0.448> 0.220; 0.181).