MENU VARIETY, SERVICE QUALITY, STORE ATMOSPHERE EFFECTS ON CUSTOMER SATISFACTION AT CAFE SELEWAS ROLAS NGAWI

Heni Widiastuti, Hari Purwanto

Abstract


Abstrak 

Penelitian ini bertujuan untuk mengetahui pengaruh variasi menu, kualitas pelayanan, dan store atmosphere terhadap kepuasan konsumen di Cafe Sewelas Rolas Ngawi. Latar belakang penelitian ini didasari oleh ketatnya persaingan bisnis kuliner serta penurunan jumlah pengunjung yang diduga disebabkan oleh menu yang kurang variatif, pelayanan yang tidak konsisten, dan suasana café yang belum optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 384 responden yang telah berkunjung minimal dua kali ke café. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, variasi menu, kualitas pelayanan, dan store atmosphere berpengaruh positif dan signifikan terhadap kepuasan konsumen, dengan store atmosphere menjadi variabel dominan. Temuan ini menegaskan pentingnya kenyamanan fisik dan pengalaman suasana yang menyenangkan dalam membentuk kepuasan dan loyalitas pelanggan.

Kata Kunci: Variasi Menu, Kualitas Pelayanan, Store Atmosphere, Kepuasan Konsumen, Cafe. 

Abstract 

This study aims to determine the effect of menu variety, service quality, and store atmosphere on customer satisfaction at Cafe Sewelas Rolas Ngawi. The background to this research is based on the intense competition in the culinary business and the decline in customer numbers, which is suspected to be caused by a lack of menu variety, inconsistent service, and a suboptimal café atmosphere. This study used a quantitative approach with a survey method by distributing questionnaires to 384 respondents who had visited the café at least twice. Data analysis was conducted using multiple linear regression with SPSS version 25. The results showed that, both partially and simultaneously, menu variety, service quality, and store atmosphere had a positive and significant effect on customer satisfaction, with store atmosphere being the dominant variable. This finding underscores the importance of physical comfort and a pleasant atmosphere in shaping customer satisfaction and loyalty.

Keywords: menu variety, service quality, store atmosphere, customer satisfaction.

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References


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