Hamzah Siregar, NPM 1901100346 (2023) THE INFLUENCE OF PRODUCT, PRICE, LOCATION AND STORE ATMOSPHERE ON CUSTOMER SATISFACTION AT WARKOP MARKAS COFEE. Tugas_ Akhir (Artikel) : Jurnal Mirai Management, 8 (2). p. 1. ISSN 2597- 4084 (Online)
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Abstract
This study aims to analyze and determine the effect of Product, Price, Location and Store Atmosphere on Customer Satisfaction at Warkop Markas Coffee. The population used in this study were 96 respondents who visited and made repeated purchases more than 3 times at Warkop Markas Coffee. The data collection technique in this study used the one shot technique or one-time measurement of 96 respondents. While the data analysis technique used is multiple linear regression analysis and uses the SPSS application. Partially, the product has a positive and significant influence on customer satisfaction at Warkop Markas Coffee. Partially Price has a positive and significant influence on customer satisfaction at Warkop Markas Cofee. Partially, location has a positive and significant influence on customer satisfaction at Warkop Markas Cofe. Partially Store Atmosphere has a positive and significant impact on customer satisfaction at Warkop Markas Coffee. Simultaneously the variables of product, price, location, and store atmosphere together or simultaneously have a positive and significant effect on customer satisfaction at Warkop Markas Cofee. Keywords: Product, Price, Location, Store Atmosphere, Customer Satisfaction ==================================================================================================== Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh Produk, Harga, Lokasi dan Store Atmosphere terhadap Kepuasan Pelanggan pada Warkop Markas Cofee. Populasi yang digunakan dalam penelitian ini sebanyak 96 responden yang berkunjung dan melakukan pembelian yang berulang lebih dari 3 kali pada Warkop Markas Cofee. Teknik pengumpulan data pada penelitian ini menggunakan teknik one shot method atau pengukuran sekali saja terhadap 96 responden. Sedangkan teknik analisis data yang digunakan adalah analisis regresi linear berganda dan menggunakan aplikasi SPSS. Secara Parsial Produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan pada Warkop Markas Cofee. Secara Parsial Harga memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan pada Warkop Markas Cofee. Secara Parsial Lokasi memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan pada Warkop Markas Cofe. Secara Parsial Store Atmosphere memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan pada Warkop Markas Cofee. Secara Simultan variabel produk, harga, lokasi, dan store atmosphere bersama-sama atau simultan berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan pada Warkop Markas Cofee. Kata Kunci : Produk, Harga, Lokasi, Store Atmosphere, Kepuasan Pelanggan
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Product, Price, Location, Store Atmosphere, Customer Satisfaction ================================================ Produk, Harga, Lokasi, Store Atmosphere, Kepuasan Pelanggan |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Dec 2023 07:52 |
| Last Modified: | 04 Dec 2023 07:52 |
| URI: | http://repository.ulb.ac.id/id/eprint/528 |
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