Hubungan Store Atmosphere, Kualitas Pelayanan, dan Keputusan Pembelian terhadap Kepuasan Konsumen pada Cafe Warung Klat Pasirian Lumajang

Abstract

Marketing is an overall system of business activities aimed at planning,
pricing, promoting and distributing goods and services that satisfy needs,
both for existing buyers and potential buyers. The purpose of this study was
to determine the effect of store atmosphere, service quality, and purchasing
decisions simultaneously or partially. Techniques used in Accidental
engineering research used nonprobility sampling. 60 consumers who visited
Cafe Warunk Klat Lumajang Pasirian were willing to be sampled using an
analytical approach. multiple linear regression to test the hypothesis
proposed in this study. The results showed that there was no significant
effect between store atmosphere on consumer satisfaction at Cafe Warunk
Klat Pasirian Lumajang. While service quality and purchasing decisions
have a significant effect on customer satisfaction at Cafe Warunk Klat
Pasirian Lumajang.