PENGARUH STORE ATMOSPHERE, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN(STUDI PADA CAFE DREAM BLACK COFFEE DI MOJOKERTO)

ABSTRACT Prayogo, Dodik, 2018. Influence of Store Atmosphere, Price and Service Quality on Consumer Satisfaction Study at Cafe Dream Black Coffee in Mojokerto. Thesis/ final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Mentor I : Budi Utami, SE.MM Mentor II : M. Syamsul Hidayat, SE.MM The increase in the establishment of culinary businesses such as cafes in the city of Mojokerto indicates that the result of market demand for the culinary field which also continues to increase, consequently the cafe has been considered a necessity. This is often associated with increasingly high mobility of society and crowded activities resulting in more and more people spending time outside the home to find something that is practical and fun to meet their needs. Because at this time the existence of the cafe is no stranger to the general public, the cafe which previously only only provided the food menu has now become a modern concept that offers something that might be unforgettable. This study aims to determine the effect of store atmosphere, price, and service quality on customer satisfaction at Dream Black Coffee cafe partially and simultaneously. This research is a quantitative approach research. The population in this study is Dream Black Coffee consumers. The sampling technique uses accidental sampling technique and purposive sampling with a total sample of 129 people. Data collection techniques use questionnaires and documentation. The data analysis technique used is the classical assumption test analysis and multiple linear regression. The results show that store atmosphere, price and service quality have a positive and significant effect on customer satisfaction in Dream Black Coffee partially, this is seen from the significant value 0.000 smaller than 0.05 with a value of t count 6.748 and a positive regression coefficient of 0.271, while the price shows a significant value of 0.000 smaller than 0.05 with a calculated value of 4.554 and a positive regression coefficient of 0.246 and the service quality shows a significant value of 0.000 smaller than 0.05 with a value of t count 4.123 and a positive regression coefficient of 0.119. While simultaneously obtained the calculated F value of 47.086 with a significance value of 0.000 less than 0.05 so that it is concluded that store atmosphere, price and service quality simultaneously have a positive and significant effect on customer satisfaction. Keywords: Store atmosphere, Price, Service quality, Consumer satisfaction