Pengaruh Service Quality, Price dan Store Atmosphere terhadap Customer Satisfaction pada Kafe Dopamine Jcity

Abstract

The purpose of this study is to determine and analyze the effect of service quality, price, and store atmosphere on customer satisfaction at Dopamine Café Jcity. This research is associative research, and the type of data used is quantitative data. The population in this study consisted of customers of Dopamine Café Jcity. The number of samples in this study was 125 people, selected using accidental sampling, which involves selecting individuals who are conveniently available and deemed suitable as data sources. The data analysis used is multiple linear regression analysis. Data processing in this study was conducted using SPSS 25 software. The results of this study indicate that service quality, price, and store atmosphere simultaneously have a positive and significant effect on customer satisfaction. Partially, service quality, price, and store atmosphere also have a positive and significant effect on customer satisfaction at Dopamine Café Jcity.