PENGARUH ATMOSFER TOKO, HARGA, KUALITAS PELAYANAN, DAN KERAGAMAN PRODUK TERHADAP KEPUASAN KONSUMEN BAGUS WARUNG KOPI

Abstrak

This study is motivated by the rapid growth of the coffee shop industry in Indonesia, driven by changes in consumer lifestyles, which has intensified business competition and required entrepreneurs to enhance customer satisfaction. In addition, inconsistencies in previous research findings regarding the determinants of customer satisfaction have encouraged this study. The objective of this research is to analyze the influence of store atmosphere, price, service quality, and product diversity on customer satisfaction at Bagus Warung Kopi in Tabanan Regency. This study employs a quantitative approach using purposive sampling with a total of 100 respondents, determined using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression, preceded by validity, reliability, and classical assumption tests. The results indicate that partially and simultaneously, store atmosphere, price, service quality, and product diversity have a positive and significant effect on customer satisfaction. It can be concluded that customer satisfaction is shaped by a combination of factors that collectively create an optimal consumption experience. The implications of this study suggest that business managers should maintain and improve store atmosphere, expand product variety, and consistently enhance service quality to increase customer satisfaction.