Improving Start Up Performance Using Store Environment Variables to Increase Customer Satisfaction, Brand Trust and Brand Preference of Cafe in Indonesia

Abstract

The culinary industry in Indonesia is experiencing very rapid growth due to the influence of globalization. ZYBRICK Coffee & Cantina Surabaya, is one of the cafes following the globalization era, offering customers a unique charm with up-to-date atmosphere, service, and product variations. This study aims to analyze the effect of atmosphere, food quality, service quality, brand image, customer satisfaction and brand trust on ZYBRICK Coffee & Cantina store brand preferences. The data processing method used is SPSS version 22.0. The sample used is ZYBRICK Coffee & Cantina customers in Surabaya, men and women aged 18-60 years, who have eaten at ZYBRICK Coffee & Cantina Surabaya at least 2 times in the last 6 months, as many as 150 respondents. Based on data analysis is that from ten proposed hypotheses, all hypotheses are supported.