Analisis Pengaruh Store Atmosphere Variasi Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Coffee Shop (Survey pada pelanggan Coffee shop Cekopi Mendungan)

The purpose of this research is to analyze the influence of store atmosphere, product variation, and service quality to customer satisfaction of Coffee Shop in Mendungan. The type of research is quantitative research, with a sample of 100 respondents. Sampling using convention-purposive sampling technique. Technique of collecting data of this research through questionnaire with skalla likert. The method of analysis used is the test of validity, reliability, classical assumption test, and multiple linear analysis. The result shows partially variable store atmosphere, product variation, and service quality have positive and significant effect to customer satisfaction. In the coefficient of determination (R2) obtained results of 0.588 means that the store atmosphere variable (X1), product variation (X2) and service quality (X3) are able to explain the variation of customer satisfaction variable (Y) of 0.588 or 58, 8%, and the rest are explained by variables others not found on the model