PENGARUH STORE ATMOSPHERE, FASILITAS, PRODUK, DAN HARGA TERHADAP KEPUASAN PELANGGAN DI PUJASERA DE BOIM CAFE KEPUTIH SURABAYA

In the era of globalization is now a lot of progress and changes that occur in the business world, it makes a wide range of employers compete to win and retain customers. A very tight competition requires employers to be able to determine the right strategy in competition, namely in fulfilling customer needs are always varied. One effort to compete is by paying attention to customer satisfaction. The purpose of this study to determine the effect of store atmosphere, facilities, products, and price to customer satisfaction at Pujasera De Boim Cafe Keputih Surabaya. In this study, the population in question is a visitor Pujasera De Boim Cafe Keputih Surabaya, with a total sample of 100 respondents. The sampling method used is nonprobability sampling, by means of analysis using SPSS 19.0. Based on calculations of data can be said that the contribution of the coefficient of determination with the value of Adjusted R Square worth 0.534 (53.4%), this shows that the contribution of store atmosphere, facilities, products, and price to customer satisfaction being. Based on t test results showed that: Store atmosphere (X1) significantly affects customer satisfaction with thitung: 2.909> ttable: 1.98525, with significant value 0.005 ttable: 1.98525, with significant value 0.000 ttable: 1.98525, with significant value 0.023 ttable: 1.98525, with significant value 0.001