Pengaruh Servicescape dan Brand Image Terhadap Customer Satisfaction pada Fore Coffee di Kota Medan

Abstract

The coffee industry in Indonesia has shown rapid growth in line with the increasing public interest in coffee-based beverages, both as a lifestyle and daily necessity. Fore Coffee, as one of a local coffee brand, takes advantage of this opportunity by offering a modern café concept. Its presence in Medan City is part of the company’s expansion strategy to reach consumers in various regions. In this context, it is necessary to understand how servicescape and brand image influence customer satisfaction. The study aims to determine and analyze the influence of servicescape and brand image on cutomer satisfaction among Fore Coffee customers in Medan City. The influence of these two independet variables is analyzed both partially and simultaneously on customer satisfaction as the dependent variable. The research uses a quantitative method with an associative approach. The sampling technique used was purposive sampling, with a total of 100 respondents. Primary data was collected through questionnaires distributed to Fore Coffee customers in Medan city, while secondary data was obtained through literature studies. The data analysis techniques used include validity test, reliability test, multiple linear regression analysis, t-test, f-test, and coefficient of determination using SPSS. The results of the study show that partially, the servicescape variabel has a positive and significant effect on customer satisfaction, and so does the brand image variabel. Simultaneously, both variables also have a significant influence on customer satisfaction. The Adjusted R Square value indicates that servicescape and brand image contribute 17,9% to customer satisfaction, while the remaining 82,1% is influenced by other factors not examined in this study.