Pengaruh Kualitas Layanan, Kualitas Produk, dan Store Atmosphere terhadap Kepuasan Pelanggan di Cafe LaNinas Coffee & Kitchen Kota Medan

Abstract

This study aims to identify and analyze the influence of service quality, product quality, and Store Atmosphere on customer satisfaction at LaNinas Coffee & Kitchen in Medan City. The research is associative in nature and utilizes quantitative data. The population of this study consists of customers of LaNinas Coffee & Kitchen. A total of 97 respondents were selected using purposive sampling, with criteria being customers who have visited and made a purchase at least twice at LaNinas Coffee & Kitchen. The data analysis method used is multiple linear regression analysis. Data processing was carried out using SPSS version 26. The results of the study indicate that service quality, product quality, and Store Atmosphere simultaneously have a positive and significant effect on customer satisfaction. Partially, service quality, product quality, and Store Atmosphere also have a positive and significant effect on customer satisfaction at LaNinas Coffee & Kitchen. Based on the coefficient of determination, the independent variables are able to explain 58.6% of the variance in the dependent variable.