Pengaruh Service Quality, Store Atmosphere, dan Persepsi Harga terhadap Kepuasan Pelanggan di Meva Cafe Desa Terung Wetan, Kecamatan Krian, Kabupaten Sidoarjo

Putri, Jazilah (2025) Pengaruh Service Quality, Store Atmosphere, dan Persepsi Harga terhadap Kepuasan Pelanggan di Meva Cafe Desa Terung Wetan, Kecamatan Krian, Kabupaten Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji dan manganalisa Pengaruh Service Quality, Store Atmosphere, dan Persepsi Harga terhadap Kepuasan Pelanggan Meva Cafe Desa Terung Wetan, Kecamatan Krian, Kabupaten Sidoarjo. Penelitian ini menggunakan metode kauntitatif. Sampel yang digunakan dalam penelitian ini sebanyak 160 responden yang merupakan pelanggan Meva Cafe, dan menggunakan teknik pengambilan sampel non-probability sampling dengan purposive sampling. Data dikumpulkan melalui kuesioner dengan Skala Likert sebagai instrumen pengukuran. Teknik analisa data yang digunakan pada penelitian ini adalah uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji t (parsial), dan uji f (simultan) untuk mengetahui pengaruh Service Quality, Store Atmosphere, dan Persepsi Harga terhadap Kepuasan Pelanggan Meva Cafe Desa Terung Wetan, Kecamatan Krian, Kabupaten Sidoarjo. Hasil penelitian ini menunjukkan bahwa semua indikator valid dan reliabel. Service Quality memiliki pengaruh signifikan terhadap Kepuasan Pelanggan (t hitung = 6.030 > t tabel = 1.655) dan nilai sig (0,000 < 0,05), menunjukkan bahwa Service Quality yang baik dan dapat memenuhi kebutuhan konsumen dapat menciptakan kepuasan pelanggan. Store Atmosphere berpengaruh signifikan (t hitung = 3.961 > t tabel = 1.655) dan nilai sig (0,000 < 0,05), suasana yang bersih dan nyaman dapat membuat pelanggan betah berlama lama di cafe dan membuat mereka merasa puas. Persepsi Harga juga berpengaruh signifikan terhadap Kepuasan Pelanggan (t hitung = 11.159 > t tabel = 1.655) dan nilai sig (0,000 < 0,05), menunjukkan bahwa persepsi harga yang positif dapat meningkatkan kepuasan pelanggan, persepsi harga yang positif dapat dibentuk melalui keseimbangan harga yang ditetapkan perusahaan dengan kualitas produk dan kualitas pelayanan yang diterima oleh pelanggan. Secara simultan, variabel Service Quality, Store Atmosphere, dan Persepsi harga berpengaruh signifikan terhadap Kepuasan Pelanggan (F hitung = 344,530 > F tabel = 2,66) dengan nilai signifikan (0,000 < 0,05). Analisis koefisien determinasi menunjukkan bahwa variabel dalam penelitian ini berkontribusi sebesar 86,6% dalam Kepuasan Pelanggan, sementara 13,4% lainnya tidak dijelaskan pada penelitian ini.

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