PENGARUH LOKASI DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN DI CAFE BERTEMU KOTA PASURUAN

This research aims to analyze the influence of location and store atmosphere on consumer satisfaction at Café Bertemu. This research is a type of quantitative research. The number of samples used in this research was 100 respondents who were consumers of Café Bertemu who were selected using an accidental sampling technique. The data analysis technique used is multiple linear regression analysis using SPSS software. The research results show that location partially has a positive effect on consumer satisfaction. Store atmosphere has a positive effect on consumer satisfaction. Location and store atmosphere together influence consumer satisfaction. Apart from that, a coefficient of adjusted R-Square was also obtained of 0.480, where this figure explains that the location variable (X1) and store atmosphere can explain the consumer satisfaction variable (Y) of 0.480 or a percentage of 48%. while the rest is influenced by other variables not included in this study.