PENGARUH STORE ATMOSPHERE DAN KERAGAMAN PRODUK TERHADAP KEPUASAN PELANGGAN

(Studi Pada Pelanggan Coffee Shop Rustic Market Surabaya)

EFFECT OF STORE ATMOSPHERE AND PRODUCT DIVERSITY ON CUSTOMER SATISFACTION

(Study on Customers of Coffee Shop Rustic Market Surabaya)

Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan keragaman produk terhadap kepuasan pelanggan di Coffee shop Rustic Market Surabaya. Jenis penelitian berikut yaitu penelitian kuantitatif dengan teknik penentuan sampel yakni dengan purposive sampling. Teknik pengumpulan data melalui penyebaran kuesioner. Populasi dalam penelitian berikut yakni konsumen yang sudah melakukan pembelian di Coffee shop Rustic Market Surabaya minimal satu kali, dan sampel berjumlah 100 responden. Teknik analisis yang digunakan yakni berupa regresi linear berganda dengan bantuan software SPSS 25. Hasil dari penelitian ini menyatakan bahwa variabel store atmosphere berpengaruh positif dan signifikan terhadap kepuasan pelanggan, variabel keragaman produk berpengaruh positif terhadap kepuasan pelanggan. Sedangkan store atmosphere (X₁) dan keragaman produk (X₂) secara simultan berpengaruh positif terhadap kepuasan pelanggan (Y) di Coffee shop Rustic Market Surabaya dengan kontribusi persentase sebesar 58% sedangkan terdapat sisa sebesar 42% dipengaruhi oleh faktor lainnya.

Kata Kunci : Store Atmosphere, Keragaman Produk, Kepuasan Pelanggan

This study aims to determine the effect of store atmosphere and diversity of products on customer satisfaction at Coffee shop Rustic Market Surabaya. This type of research is a quantitative research with sampling technique using purposive sampling. The technique of collecting data by distributing questionnaires. The population in this study were customers who have made purchases at Coffee shop Rustic Market Surabaya at least once, and the sample is 100 respondents. The analysis technique using multiple linear regression with data analysis tools namely SPSS 25 software. The results of this study indicate that the store atmosphere variable has a positive and significant effect on customer satisfaction, the product diversity variable has a positive and significant effect on customer satisfaction. While the store atmosphere (X₁) and product diversity (X₂) simultaneously have a positive and significant effect on customer satisfaction (Y) at Coffee shop Rustic Market Surabaya with a contribution percentage of 58% while there is a remaining 42% is influenced by other factors.

Keywords:. Store Atmosphere, Product Diversity, Customer Satisfaction