Pengaruh Online Customer Review, Store Atmosphere, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Gen Z Surabaya Timur Pada Brain Coffee Surabaya. (The Influence of Online Customer Reviews, Store Atmosphere, and Service Quality on the Satisfaction of Gen Z Consumers in East Surabaya at Brain Coffee Surabaya).

Ni'mah, Abiyyah Dyastiningrum (2025) Pengaruh Online Customer Review, Store Atmosphere, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Gen Z Surabaya Timur Pada Brain Coffee Surabaya. (The Influence of Online Customer Reviews, Store Atmosphere, and Service Quality on the Satisfaction of Gen Z Consumers in East Surabaya at Brain Coffee Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the effect of online customer reviews, store atmosphere, and service quality on consumer satisfaction of Generation Z at Brain Coffee Surabaya. The background of this study is based on the increasing competition of coffee shop businesses in the city of Surabaya and the importance of understanding the preferences and satisfaction of Gen Z consumers who are a potential market share. This study uses a quantitative method with a descriptive approach. The population in this study is Generation Z who have purchased and visited Brain Coffee Surabaya with a sample size of 100 respondents. Data were collected by distributing questionnaires using Google-Form to respondents who have visited Brain Coffee and are part of Generation Z in East Surabaya. This study uses validity tests, classical assumption tests, multiple linear regression analysis, hypothesis tests and determination coefficients compiled using statistical tests in the form of IBM SPSS version 25. Based on the results of this study, it shows that the variables Online Customer Review (X1), Store Atmosphere (X2), and Service Quality (X3) have a significant effect on consumer satisfaction of Gen Z at Brain Coffee both partially and simultaneously with a variable contribution of 63% and the remaining 37% is influenced by other factors not studied such as brand image, price, customer value, and brand awareness. Recommendations for further researchers are expected to be able to develop this research further by conducting research on the variables that researchers have mentioned previously and can use different populations and samples.

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