The influence of service quality and store atmosphere towards customer satisfaction at Aplus Cafe and Restaurant Pematangsiantar

Yunna, Yunna (2024) The influence of service quality and store atmosphere towards customer satisfaction at Aplus Cafe and Restaurant Pematangsiantar. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Service quality and store atmosphere might play an important role in contributing towards the business’ objective. In this research, the writer is going to find out if service quality and store atmosphere brings any influence towards customer satisfaction. For this research, the writer has two hypotheses which are null hypotheses where there is no influence in between all the service quality and store atmosphere towards customer satisfaction. And the alternative hypothesis where service quality has an influence towards customer satisfaction, store atmosphere has an influence towards customer satisfaction and where both the service quality and store atmosphere has an influence towards customer satisfaction. The research design for this research is quantitative method. In analyzing the data, the methods used are descriptive statistical analysis, research instrument test, classical assumption test, linear regression analysis, hypothesis test and determination test. Based on the result of research, the conclusion of the research is that all of them whether individually or together of the service quality and store atmosphere has an influence towards the customer satisfaction. From the test conducted, the result shows that the data is normally distributed, have linear relationship and free of heteroscedasticity. An equation obtained is Y= 0.165 + 0.467SQ + 0.466SA. Moreover, the hypothesis test shows that working environment does influence employee performance as the tcount > ttable and the influence is as much as 86.6%. The findings of the research will act as a reference for company to improve the quality of their service and the atmosphere in order to raise the customer satisfaction. For future researchers, this research could be a reference for the previous research

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