Pengaruh Kualitas Pelayanan dan Store Atmosphere Terhadap Kepuasan Konsumen pada Familymart Rawamangun
DOI:
https://doi.org/10.63822/xde6d708Keywords:
Customer Satisfaction, FamilyMart Rawamangun, Service Quality, Store AtmosphereAbstract
This study was motivated by customer complaints concerning service quality and Store Atmosphere at FamilyMart Rawamangun, including waiting time during transactions, cleanliness of the store area, and the condition of supporting facilities. The study aims to analyze the partial and simultaneous effects of service quality and Store Atmosphere on customer satisfaction at FamilyMart Rawamangun. A quantitative approach was applied using a survey method. The sample consisted of 75 consumers selected through purposive sampling based on their experience visiting or shopping at FamilyMart Rawamangun. Primary data were collected through observation and a questionnaire using a five-point Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, partial significance testing, simultaneous significance testing, and the coefficient of determination. The results indicate that service quality has a positive and significant effect on customer satisfaction, with a t value of 5.976 and a significance value of 0.000. Store Atmosphere also has a positive and significant effect on customer satisfaction, with a t value of 5.196 and a significance value of 0.000. Simultaneously, service quality and Store Atmosphere have a positive and significant effect on customer satisfaction, as indicated by an F value of 61.894 and a significance value of 0.000. The Adjusted R Square value of 0.622 indicates that the two independent variables explain 62.2% of the variation in customer satisfaction, while 37.8% is associated with factors outside the research model. The findings imply that reducing customer waiting time and maintaining the cleanliness and usability of store facilities are important areas for improving the consumer shopping experience at FamilyMart Rawamangun
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