PENGARUH KUALITAS LAYANAN DAN STORE ATMOSPHERE TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA CAFÉ RETRORIKA KOTA BATU

This research aims to determine the influence of service quality and store atmosphere on customer satisfaction through purchasing decisions at Café Retrorika, Batu City. This type of research is explanatory research using survey methods. The sample in this study consisted of 100 respondents. Data collection techniques use questionnaires. This research uses path analysis. From the results of the analysis, it can be seen that service quality has a significant positive effect on purchasing decisions, store atmosphere has a significant positive effect on customer satisfaction, customer satisfaction has a significant positive effect on purchasing decisions, purchasing decisions are able to mediate the influence between service quality and customer satisfaction, and purchasing decisions are able to mediate store atmosphere on customer satisfaction