KEPUASAN KONSUMEN DITINJAU DARI KUALITAS PELAYANAN, STORE ATMOSPHERE DAN VARIAN PRODUK (Studi Kasus Pada Luwes Nusukan Surakarta)

Fauzy, Muktia Zari Adita KEPUASAN KONSUMEN DITINJAU DARI KUALITAS PELAYANAN, STORE ATMOSPHERE DAN VARIAN PRODUK (Studi Kasus Pada Luwes Nusukan Surakarta). KEPUASAN KONSUMEN DITINJAU DARI KUALITAS PELAYANAN, STORE ATMOSPHERE DAN VARIAN PRODUK (Studi Kasus Pada Luwes Nusukan Surakarta).

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Abstract

The purpose of this study was to determine the effect of service, store atmosphere and product variants on customer satisfaction in Luwes Nusukan Surakarta.This thesis uses a descriptive quantitative approach. This research was conducted at Luwes Nusukan Surakarta which is located at Jl. Captain Piere Tendean No.27, Nusukan, Banjarsari, Surakarta City, Central Java 57135 and will be carried out for 3 months, starting in November 2022. The population in this study are consumers of Luwes Nusukan Surakarta, which number 1,500 people every month. The sample is determined by calculating using the Slovin formula, based on the calculation of the sample who is the respondent in this study adjusted to as many as 100 consumers. The sample size was determined using a purposive sampling method, in which the researcher deliberately uses personal judgment in selecting members of the population who are considered appropriate in providing the information needed for the researcher.The results of this study show that there is a positive and significant effect both partially and simultaneously on the independent variables, namely service, store atmosphere and product variants on customer satisfaction in Luwes Nusukan Surakarta. Based on the results of the analysis above, the Adjusted R Square value is 0.511 or 51.1%. The determination or contribution of services, store atmosphere and product variants (X3) to customer satisfaction in Luwes Nusukan Surakarta is 51.1%. The remaining 48.9% contributed by other variables, such as location, price and product quality.

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