Store Atmosphere dan Kualitas Produk sebagai Faktor Penentu Kepuasan Konsumen pada Kopi Bajawa Flores NTT Kota Bekasi

Tia Chisca Anggraeni; Ayu Kartika; Faramita Dwitama

doi:10.30640/digital.v5i1.7296

Authors

Tia Chisca Anggraeni Universitas Gunadarma
Ayu Kartika Universitas Gunadarma
Faramita Dwitama Universitas Gunadarma

DOI:

https://doi.org/10.30640/digital.v5i1.7296

Keywords:

Bajawa Flores Coffee, Consumer Behavior, Consumer Satisfaction, Product Quality, Store Atmosphere

Abstract

The coffee shop business remains a promising and continuously growing sector. The proliferation of dining establishments and coffee shops has intensified competition among both established and new business players. One strategy to navigate this competitive landscape is by carefully curating the "store atmosphere", the ambiance of the venue, which significantly influences the overall customer experience. A comfortable atmosphere complements and reinforces superior product quality. This study aims to determine the impact of store atmosphere and product quality on consumer satisfaction at Kopi Bajawa Flores NTT in Bekasi City. The study utilizes primary data and employs descriptive analysis techniques. The testing stages include validity, reliability, normality, and multicollinearity tests, as well as multiple linear regression, hypothesis testing, and the determination of the coefficient of determination. Data were collected via questionnaires from a sample of 110 respondents. A non-probability sampling method—specifically purposive sampling—was used, and SPSS software served as the analytical tool. The results indicate that both store atmosphere and product quality have significant partial and simultaneous effects on purchasing decisions. Furthermore, the coefficient of determination analysis reveals that store atmosphere and product quality influence consumer decisions by 0.668, or 66.8%, while the remaining 33.2% is attributed to other variables not examined in this study.

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