The Effect of Store Atmosphere on Customer Satisfaction at Tomoro Coffee in Cibinong Bogor
Abstract
This study aims to determine the effect of store atmosphere on customer satisfaction at Tomoro Coffee in Cibinong Bogor. The research method used is a quantitative method with descriptive and verification approaches. Data were collected through questionnaires distributed to 83 respondents who are customers of Tomoro Coffee. Data analysis techniques included validity testing, reliability testing, classical assumption testing, simple linear regression analysis, partial testing (t-test), and coefficient of determination (R²). The results showed that all questionnaire items were valid and reliable. Based on the classical assumption tests, the data were normally distributed and showed no indications of multicollinearity or heteroscedasticity. The results of the partial test (t-test) indicated that store atmosphere has a significant effect on customer satisfaction, with a significance value of 0.000 < 0.05. The coefficient of determination (R²) value of 0.487 indicates that store atmosphere explains 48.7 percent of customer satisfaction, while the remaining percentage is influenced by other variables not examined in this study.
Based on these findings, it can be concluded that store atmosphere plays an important role in increasing customer satisfaction at Tomoro Coffee in Cibinong Bogor. Therefore, management is advised to continuously improve the quality of the store atmosphere to create a more comfortable and enjoyable customer experience.
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DOI: http://dx.doi.org/10.35931/aq.v20i5.7412
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