Pengaruh Store Atmosphere, Retail Service Quality, dan Product Quality terhadap Kepuasan Pelanggan J.CO Donuts Gajah Mada Medan (Studi Kasus pada Pelanggan J.CO)

Abstract

This study aims to determine and analyze the effect of Store Atmosphere, Retail Service Quality, and Product Quality on Customer Satisfaction of J.CO Donuts Gajah Mada Medan (Case Study on J.CO Customers). This research is associative research with the type of data used is quantitative data. The data used was obtained from surveys conducted to J.CO Donuts Gajah Mada Medan customers during the research period. The analysis method used is descriptive analysis and multiple linear regression. The population of this study were customers of J.CO Donuts Gajah Mada Medan. The sample in this study amounted to 165 people who were taken with Non Probability Sampling technique. The results showed that simultaneously Store Atmosphere, Retail Service Quality, and Product Quality had a positive and significant effect on Customer Satisfaction. Partial research results show that Store Atmosphere, Retail Service Quality, and Product Quality each have a positive and significant effect on Customer Satisfaction.