Pengaruh Cafe Atmosphere, Product Assortment, dan Experiential Marketing terhadap Kepuasan Konsumen SP4 KUPI Bireuen
DOI:
https://doi.org/10.61132/jukerdi.v3i5.1757Keywords:
Cafe Atmosphere, Customer Satisfaction, Experiential Marketing, Multiple Linear Regression, Product AssortmentAbstract
This study examines the effects of Cafe Atmosphere, Product Assortment, and Experiential Marketing on Customer Satisfaction at Simpang IV Coffee Bireuen, both partially and simultaneously. A quantitative approach was employed with customers of Simpang IV Coffee Bireuen as the population. A total of 100 respondents were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The analysis included validity and reliability tests, classical assumption tests, t-test, F-test, correlation analysis, and the coefficient of determination. The results show that Cafe Atmosphere does not have a significant effect on Customer Satisfaction, with a t-value of 1.225 < 1.661 and a significance value of 0.224 > 0.05. Product Assortment also does not have a significant effect, with a t-value of 1.573 < 1.661 and a significance value of 0.119 > 0.05. In contrast, Experiential Marketing has a significant effect on Customer Satisfaction, with a t-value of 5.834 > 1.661 and a significance value of 0.000 < 0.05. Simultaneously, the three independent variables significantly affect Customer Satisfaction, with an F-value of 49.396 > 2.70 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.607 indicates that 60.7% of the variation in Customer Satisfaction is explained by Cafe Atmosphere, Product Assortment, and Experiential Marketing, while the remaining 39.3% is explained by other factors outside the research model.
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