PENGARUH KUALITAS PELAYANAN, STORE ATMOSPHERE, MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA BENGKEL DI RANTAUPRAPAT===================== THE INFLUENCE OF SERVICE QUALITY, STORE ATMOSPHERE, SOCIAL MEDIA, AND BRAND IMAGE ON CONSUMER SATISFACTION AT WORKSHOPS IN RANTAUPRAPAT

VEBY KHAIRUN NISA HSB, NPM 2101100171 (2025) PENGARUH KUALITAS PELAYANAN, STORE ATMOSPHERE, MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA BENGKEL DI RANTAUPRAPAT===================== THE INFLUENCE OF SERVICE QUALITY, STORE ATMOSPHERE, SOCIAL MEDIA, AND BRAND IMAGE ON CONSUMER SATISFACTION AT WORKSHOPS IN RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 6 (2). pp. 641-654. ISSN 2807-2219(e-ISSN)

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Abstract

Tujuan – Penelitian ini bertujuan untuk menganalisis secara mendalam pengaruh kualitas pelayanan, store atmosphere, media sosial, dan citra merek terhadap kepuasan konsumen pada Bengkel Fuji Motor Rantauprapat. Desain/metodologi/pendekatan – Menggunakan metode penelitian kuantitatif dengan teknik pengambilan sampel secara incidental sampling dan purposive sampling. Sampel terdiri dari 96 responden yang dihitung menggunakan rumus Cochran dengan margin of error 10%. Data diolah menggunakan analisis regresi linier berganda dengan bantuan perangkat lunak IBM SPSS. Instrumen penelitian telah melalui uji validitas dan reliabilitas dengan nilai Cronbach Alpha di atas 0,70. Temuan – Hasil uji t menunjukkan bahwa kualitas pelayanan (t=3,772), store atmosphere (t=2,149), media sosial (t=3,616), dan citra merek (t=2,174) secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen. Secara simultan, keempat variabel tersebut juga memiliki pengaruh yang signifikan, dengan kualitas pelayanan menjadi faktor yang memberikan kontribusi terbesar dalam meningkatkan kepuasan pelanggan. Keterbatasan penelitian – Penelitian terbatas pada satu lokasi bengkel dengan jumlah sampel 96 orang, serta mengidentifikasi kendala operasional seperti keterbatasan lahan parkir dan kecepatan layanan. Implikasi – Penelitian ini memberikan kontribusi bagi pengelola bengkel untuk memprioritaskan perbaikan fasilitas fisik dan optimalisasi strategi promosi digital. Temuan ini menegaskan bahwa peningkatan lingkungan fisik (store atmosphere) dan penguatan citra merek sangat krusial dalam menjaga keberlangsungan bisnis jasa otomotif di daerah. Kebaruan – Mengintegrasikan variabel lingkungan fisik dan pemasaran digital secara bersamaan guna mengisi kekosongan penelitian pada sektor jasa bengkel di tingkat daerah yang selama ini lebih sering fokus pada aspek teknis perbaikan saja. Kata Kunci: Kualitas Pelayanan, Store Atmosphere, Media Sosial, Citra Merek, Kepuasan Konsumen ====================================================================================== Purpose – This study aims to analyze the influence of service quality, store atmosphere, social media, and brand image on consumer satisfaction at Fuji Motor Workshop Rantauprapat. Design/methodology/approach – A quantitative research method was employed, using incidental and purposive sampling techniques. The sample consisted of 96 respondents determined through the Cochran formula with a 10% margin of error. Data were analyzed using multiple linear regression analysis with IBM SPSS software. The research instruments passed validity and reliability tests with Cronbach Alpha values exceeding 0.70. Findings – The t-test results indicate that service quality (t=3.772), store atmosphere (t=2.149), social media (t=3.616), and brand image (t=2.174) all have a positive and significant partial effect on customer satisfaction. Simultaneously, all four variables show a significant impact, with service quality emerging as the most dominant factor in enhancing satisfaction levels. Research limitations – This study is limited to a single workshop location with 96 respondents and notes operational constraints such as limited parking and service speed. Implications – This study provides insights for workshop management to prioritize physical facility improvements and digital promotion optimization. The findings emphasize that enhancing the physical environment (store atmosphere) and strengthening brand image are crucial for the sustainability of regional automotive service businesses. Novelty – This research integrates physical environment and digital marketing variables to fill the gap in studies concerning the regional motorcycle service industry, which previously focused primarily on technical repair aspects. Keywords: Service Quality, Store Atmosphere, Social Media, Brand Image, Customer Satisfaction

Item Type:	Article
Uncontrolled Keywords:	Kualitas Pelayanan, Store Atmosphere, Media Sosial, Citra Merek, Kepuasan Konsumen===============Service Quality, Store Atmosphere, Social Media, Brand Image, Customer Satisfaction
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	05 Jun 2026 09:46
Last Modified:	05 Jun 2026 09:46
URI:	http://repository.ulb.ac.id/id/eprint/2507

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