Djawak, Dea Riska Ananta (2026) PENGARUH COFFEE SHOP ATMOSPHERE, SERVICE EXPERIENCE, DAN BRAND PERSONALITY TERHADAP CUSTOMER SATISFACTION TOMORO COFFEE DI KOTA SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Coffee Shop Atmosphere, Service Experience, dan Brand Personality terhadap Customer Satisfaction pada Tomoro Coffee Surabaya. Penelitian ini menggunakan metode kuantitatif dengan 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan IBM SPSS versi 26 melalui uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t (parsial), dan uji F (simultan). Hasil penelitian menunjukkan bahwa seluruh variabel dinyatakan valid, reliabel, dan memenuhi uji asumsi klasik. Variabel Coffee Shop Atmosphere (X1) berpengaruh positif dan signifikan terhadap Customer Satisfaction (Y) dengan nilai t-hitung 3,376 > 1,985 dan signifikansi 0,001 < 0,05. Variabel Service Experience (X2) juga berpengaruh positif dan signifikan dengan nilai t-hitung 3,067 > 1,985 dan signifikansi 0,003 < 0,05, sedangkan Brand Personality (X3) memiliki pengaruh paling dominan dengan nilai t-hitung 6,505 > 1,985 dan signifikansi 0,000 < 0,05. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap Customer Satisfaction, dibuktikan dengan nilai F-hitung 96,165 > 2,79 dan signifikansi 0,000 < 0,05. Nilai R Square sebesar 0,750 menunjukkan bahwa variabel Coffee Shop Atmosphere, Service Experience, dan Brand Personality mampu menjelaskan 75% variasi Customer Satisfaction, sedangkan sisanya 25% dipengaruhi oleh faktor lain di luar penelitian. Hasil ini membuktikan bahwa suasana kedai kopi yang nyaman, pelayanan yang baik, dan citra merek yang kuat berperan penting dalam meningkatkan kepuasan pelanggan di Tomoro Coffee Surabaya.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Kata Kunci: Coffee Shop Atmosphere, Service Experience, Brand Personality, Customer Satisfaction. |
| Subjects: | A General Works > AS Academies and learned societies (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200301 Dea Riska Ananta Djawak |
| Date Deposited: | 09 Jul 2026 01:33 |
| Last Modified: | 09 Jul 2026 01:33 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45199 |
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