PENGARUH KUALITAS LAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN YANG DIMODERASI OLEH STORE ATMOSPHERE (STUDI PADA SEGO SAMBEL CAK UUT MALANG )

Different customer needs require different customer satisfaction and customer satisfaction focuses. Therefore, the management of Sego Sambel Cak Uut needs to know what factors influence customer satisfaction based on the type of products and services offered at the restaurant. This research aims to analyze the influence of service quality and product quality which is moderated by store atmosphere on customer satisfaction. This research was conducted in Sego Sambel Cak Uut. This type of research uses a quantitative descriptive type. The population used in this research was all Sego Sambel Cak Uut customers in Malang City. The sample used in this research was 100 respondents from Sego Sambel Cak Uut Malang customers. The method used for sampling was purposive sampling. This research uses data collection techniques in the form of questionnaires. The analysis techniques used include a range of scales and structural equation modeling techniques. The research results show that store atmosphere moderates the influence of service quality and product quality on customer satisfaction at Sego Sambel Cak Uut. The positive direction of the relationship shows that the better the service quality and product quality, the more attractive the shop atmosphere is and if it is strengthened by the shop atmosphere, customer satisfaction will be higher.