Pengaruh Kualitas Pelayanan Dan Store Atmosphere Terhadap Kepuasan Konsumen Pada Ud. Bagas Bagus Kerambitan Tabanan

Abstract

The purpose of this study was to determine the effect of service quality and store atmosphere partially and simultaneously on customer satisfaction. The research location is at UD. Bagas Bagus Kerambitan Tabanan. The sample used was 96 respondents with the Slovin formula method. Data was collected through observation, interviews, literature study, document study, and questionnaires. The data analysis technique used is Multiple Linear Regression. Based on the results of the study, the results obtained: (1) service quality has a significant positive effect on customer satisfaction, where the t value is 4.583 and sig 0.000. (2) store atmosphere has a significant positive effect on customer satisfaction, where the t value is 4.141 and sig 0.000. (3) simultaneously service quality and store atmosphere have a significant effect on customer satisfaction, where the F value is 53,556 and the significance is 0,000. The magnitude of the influence of the independent variables on consumer satisfaction is 52.5%. Suggestions in this research is UD. Bagas Bagus Kerambitan Tabanan is expected to provide training to employees and supervise employees at work, expand parking spaces, always offer quality and varied products.