Pengaruh Store Atmosphere dan Kualitas Pelayanan terhadap Kepuasan Pelanggan di Mr. Blek Kolam Pancing dan Resto Pasuruan

Abstract

The increasingly fierce competition in the culinary business sector requires business actors to create a comfortable store atmosphere and provide high-quality services to increase customer satisfaction. This study aims to analyze the effect of store atmosphere and service quality on customer satisfaction at Mr. Blek Kolam Pancing dan Resto Pasuruan. This study uses a quantitative approach with an associative causal design. Data were collected using questionnaires distributed to 72 respondents selected via purposive sampling based on Hair's formula criteria. Data analysis techniques included instrument tests (validity and reliability), classic assumption tests, multiple linear regression analysis, coefficient of determination (R Square), F-test, and t-test. The results showed that store atmosphere and service quality simultaneously have a significant effect on customer satisfaction (F = 45,089, p < 0.05). Partially, both store atmosphere and service quality also significantly influence customer satisfaction. The coefficient of determination (R Square) of 0.657 indicates that 65.7% of customer satisfaction is influenced by store atmosphere and service quality, while the remaining 34.3% is influenced by other factors outside the study