Pengaruh Store Atmosphere, Harga, dan Kualitas Pelayanan terhadap Kepuasan Pelanggan di Cafe Sosmed Medan (Studi Kasus pada Pelanggan Cafe Sosmed di Medan)

Abstract

The growing culinary business in Medan, which requires business owners to continue to improvise in order to keep their business running. As has been done by a company that creates a place to eat that serves food that can meet the needs of consumers who come to the place, in addition to providing food, the company provides a different feel to the usual dining place, designing a place where visitors can enjoy the open nature and place. which is cool for visitors who like to take pictures and also a gathering place with friends, family etc. Therefore, culinary businesses that continue to innovate and create creative ideas that have distinctive characteristics can attract many consumers. This study aims to analyze the effect of store atmosphere (X1), price (X2), and service quality (X3) on customer satisfaction (Y) at social media cafes in Medan. This study uses store atmosphere, price, service quality as the independent variable and customer satisfaction as the dependent variable. The data analysis method used in this research is multiple linear regression analysis method with the population in this study are customers who have visited a social media café, where the sample taken is 96 respondents. Based on the results of the study, the constant value (β0) of 15.359> 0 indicates that the Store Atmosphere, Price, and Service Quality variables are considered constant at the level of the Customer Satisfaction variable. Store atmosphere variable has a positive and significant effect on customer satisfaction. Price variable has a negative and significant effect on customer satisfaction. Service quality variable has a positive and insignificant effect on customer satisfaction.