THE INFLUENCE OF PRODUCT DIFFERENTIATION, BRAND IMAGE, AND STORE ATMOSPHERE ON CONSUMER SATISFACTION IN THE COFFEE SHOP BUSINESS IN MADIUN CITY (A Case Study Of Sea Coffee)

Ubaidillah Mubarok, Dian Citaningtyas Ari Kadi, Hendra Setiawan

Abstract


Competition in the coffee shop business is no longer determined solely by product taste, but also by product uniqueness, brand image, and the comfort of the store atmosphere, as observed at Sea Coffee in Madiun City. This study aims to analyze the influence of Product Differentiation, Brand Image, and Store Atmosphere on Consumer Satisfaction, both partially and simultaneously. A quantitative associative approach was employed using purposive sampling with 385 respondents who were consumers of Sea Coffee in Madiun City. Data were collected through a four-point Likert scale questionnaire and analyzed using IBM SPSS, including validity, reliability, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show the regression equation Y = -7.673 + 0.684X1 + 0.445X2 + 0.363X3, with an F value of 298.014 and an Adjusted R Square of 0.699. All three variables were proven to have a positive and significant effect, both partially and simultaneously, on Consumer Satisfaction, with Product Differentiation as the most dominant variable.

Keywords: Product Differentiation, Brand Image, Store Atmosphere, Consumer Satisfaction

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