EFEKTIVITAS STORE ATMOSPHERE DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA CAFE DMC
Keywords:
Service Quality, Store Atmosphere, Consumer SatisfactionAbstract
Nowadays, the cafe business is increasingly in demand because it can be a promising business. Cafe are not only used as a place to eat but most people make cafe as a gathering place. Cafe DMC strives to maintain customer satisfaction through a comfortable atmosphere and the ability to serve. The objectives of this study are: To find out the picture of the store atmosphere, service quality, and customer satisfaction at DMC Cafe. To find out the influence of the store atmosphere and service quality on customer satisfaction at DMC Cafe. The sampel in this study was consumers at Cafe DMC which 50 people. Data collection is carried out with questionnaires, interviews and documentation. The analytical techniques used are qualitative descriptive analysis and quantitative descriptive analysis. The results of this study can be concluded: the store atmosphere and service quality are good. Consumers are satisfied while in the cafe. There is a positive influence between the store atmosphere and the quality of service on customer satisfaction. H0 is rejected, meaning that the store atmosphere and service quality have a positive and significant effect on customer satisfaction
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