Analysis of Customer Satisfaction In Terms of Price, Menu Variety, and Store Atmosphere (Study at Mata Hati Coffee Kediri)

Abstract

This study aims to examine and analyze the partial effects of the independent variables—price (X1), menu variety (X2), and store atmosphere (X3)—both individually and simultaneously, on the dependent variable of customer satisfaction (Y) at Mata Hati Coffee Kediri. The type of research conducted is quantitative, with a sample size of 97 respondents. This study analyzes the partial and simultaneous effects of the variables price (X1), menu variety (X2), and store atmosphere (X3) on customer satisfaction (Y). This research uses a quantitative approach with a non-probability sampling technique. Data collection was conducted using questionnaires, and the data analysis technique employed was multiple linear regression analysis using SPSS 25.0. The results of the testing and analysis indicate that the price variable (X1) has a significant effect on customer satisfaction. The menu variety variable (X2) does not have a significant effect on customer satisfaction. Meanwhile, the store atmosphere variable (X3) has a significant effect on customer satisfaction.