Pengaruh Kualitas Pelayanan, Kualitas Makanan, Store Atmosphere, dan Perceived Value Terhadap Kepuasan Pelanggan

Abstract

Purpose: The aim of this research is to determine and analyze the influence of the service quality, food quality, store atmosphere, and perceived value on customer satisfaction of Mie Gacoan Purwokerto.

Methodology/approach: This research was conducted at Mie Gacoan Purwokerto. The sampling technique used the Non-Probability Sampling method with purposive sampling technique, using a sample of 100 respondents. The data analysis technique was carried out using the multiple linear regression analysis method using the IMB SPSS Statistics 27 program.

Results/findings: Service quality, food quality and perceived value have a positive and significant effect on customer satisfaction. store atmosphere has a positive but not significant effect on customer satisfaction.

Limitations: The independent variables in this research are only limited to the variables of service quality, food quality, store atmosphere, and perceived value, even though there are many other variables that can influence customer satisfaction. The time for this research is very limited.

Contribution: This research is aimed at readers who are studying marketing management and want to know the factors that influence customer satisfaction, especially customers in a restaurant.