The Effect Of Service Quality, Product Quality And Store Atmosphere On Customer Satisfaction

Abstract

The food service business is a business that continues to grow and the competition is tight, in this case Rosella Coffee 1.1, which is one of the providers of the food service business, must develop and compete in a healthy and strong manner. Based on observations made by Rosella Coffee 1.1 which has a new operational time of almost 1 (one) year, Rosella Coffee 1.1 needs to conduct at least a survey of customers regarding the services provided, because the income received is still quite small and the recording of income is still not maintained on data- the data. This study aims to determine how the influence of service quality, product quality, and store atmosphere on customer satisfaction at Rosella Coffee 1.1. The method used is quantitative using a survey which has 140 respondents using purposive sampling technique and the questionnaire is the main data. The analysis of this research uses the SEM (Structural Equation Modeling) method which is a statistical analysis technique to build and test models in the form of cause-and-effect relationships.The results of this study indicate that there is an effect of service quality on customer satisfaction with a CR value of 2.582 and p 0.010. Meanwhile, product quality has no effect on customer satisfaction with CR values ​​of 0,000 and p 1,000. And store atmosphere has an influence on customer satisfaction with a CR value of 3.896 and p 0.000.