Pengaruh Store Atmosphere Dan Experential Marketing Terhadap Kepuasan Konsumen
Studi Pada Coffea Shop Kaja Kresnajaya di Renon, Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
store atmosphere, experiential marketing, consumer satisfactionAbstract
Consumer satisfaction has become an important factor in maintaining the sustainability of coffee shop businesses in the increasingly competitive food and beverage industry. A comfortable store atmosphere and memorable consumer experiences are considered important elements that can influence consumer satisfaction. The purpose of this research is to analyze the effect of store atmosphere and experiential marketing on consumer satisfaction at Coffee Shop Kaja Kresnajaya in Renon, Denpasar. A quantitative explanatory research design was applied to examine the causal relationship between variables. The population consisted of 20,171 consumers who had made purchases at the coffee shop. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents selected through purposive sampling. Data collection was carried out using questionnaires with a five-point Likert scale and supported by observation and documentation. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that store atmosphere has a positive and significant effect on consumer satisfaction. Experiential marketing also shows a positive and significant influence on consumer satisfaction. Simultaneously, both variables significantly affect consumer satisfaction. These findings suggest that creating a comfortable atmosphere and providing memorable experiences are important strategies to improve consumer satisfaction in coffee shop businesses.
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