The Influence of Product Quality and Store Atmosphere on Customer Satisfaction

Abstract

Study This aiming For know influence quality products and atmosphere shop to satisfaction customers . Data collection was conducted through qualitative methods, namely by distributing questionnaires to customers. The sample in this study was 50 respondents. The results of the analysis using multiple linear regression obtained the results that product quality and store atmosphere simultaneously influence customer satisfaction. This is indicated by the Fcount value (58.713)> Ftable (3.20) and the sig value is smaller than the probability value of 0.05 or 0.000<0.05, then hypothesis one in this study is accepted. The product quality variable partially does not have a significant effect on customer satisfaction. This is indicated by the Tcount value (-1.075) < Ttable 1.677 with a sig value of 0.288> 0.05. So hypothesis two in this study is not accepted. The store atmosphere variable partially has a significant effect on customer satisfaction. This is evidenced by the Tcount value of 10.754> 1.677 and a sig value of 0.000 <0.05. So hypothesis three is accepted. Based on the determination coefficient value, it can be concluded that the product quality and store atmosphere variables have an influence of 71.4%, while the remaining 28.6% is influenced by other variables that were not studied.