DINDA PURNAMA NASUTION, NPM 2101100048 (2025) PENGARUH KUALITAS PELAYANAN, STORE ATMOSPHERE, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA CAFE MIE ACEH AGAM RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 357-375. ISSN 2807-2219 (e-ISSN)
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Abstract
Penelitian ini merupakan penelitian kuantitatif yang dilakukan terhadap konsumen Cafe Mie Aceh Agam yang berlokasi di Rantauprapat. Subjek penelitian ini adalah konsumen Cafe tersebut. Karena jumlah populasinya tidak diketahui secara pasti, maka pengujian asumsi klasik dilakukan dengan menggunakan persamaan Lemeshow. Jumlah responden yang dilibatkan dalam penelitian ini sebanyak 96 orang, yaitu konsumen Cafe Mie Aceh Agam Rantauprapat. Teknik pengumpulan data yang digunakan meliputi observasi, dokumentasi, dan penyebaran kuesioner dengan menggunakan skala likert. Penelitian ini juga terkait dengan uji praduga klasik yang meliputi uji keumuman, uji heteroskedastisitas, dan uji multikolinearitas. Pengujian data dilakukan dengan menggunakan uji beda langsung yang diuji melalui uji fraksional (uji-t), uji simultan (uji-F), dan koefisien keyakinan, dengan bantuan program SPSS versi 27. Berdasarkan hasil pengujian, ditemukan bahwa faktor Kualitas Layanan, Iklim Toko, Kualitas Barang, dan Citra Merek memiliki pengaruh yang signifikan baik secara parsial maupun simultan terhadap Tingkat Kepuasan Pelanggan Cafe Mie Aceh Agam Rantauprapat. Kata Kunci: Kualitas Pelayanan, Store Atmosphere, Kualitas Produk, Citra Merek, Kepuasan Konsumen ================================================================================================== This research is a quantitative study conducted on consumers of Cafe Mie Aceh Agam located in Rantauprapat. The subjects of this study were consumers of the Cafe. Because the population is unknown, the classical assumption test was carried out using the Lemeshow equation. The number of respondents involved in this study was 96, namely Cafe Mie Aceh Agam Rantauprapat consumers. Data collection techniques used include observation, documentation, and distribution of questionnaires using a Likert scale. This study is also related to the classical presumption test, which provides for generality, heteroscedasticity, and multicollinearity tests. Data testing was carried out using direct difference tests through fractional tests (t-tests), simultaneous tests (F-tests), and confidence coefficients, with the help of the SPSS version 27 program. Based on the test results, it was found that the factors of Service Quality, Store Climate, Goods Quality, and Brand Image have a significant influence both partially and simultaneously on the Level of Customer Satisfaction of Cafe Mie Aceh Agam Rantauprapat. Keywords : Service Quality, Store Atmosphere, Product Quality, Brand Image, Consumer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Pelayanan, Store Atmosphere, Kualitas Produk, Citra Merek, Kepuasan Konsumen==================Service Quality, Store Atmosphere, Product Quality, Brand Image, Consumer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 18 Jun 2025 09:27 |
| Last Modified: | 18 Jun 2025 09:27 |
| URI: | http://repository.ulb.ac.id/id/eprint/1493 |
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