As, Amalia kusuma prameswari anggrainiang (2020) PENGARUH STORE ATHMOSPHERE (SUASANA TOKO) TERHADAP KEPUASAN PELANGGANDI AIOLA EATERY SURABAYA. Other thesis, UPN "VETERAN" JATIM.
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Abstract
The development in the business industry is increasing, making an increase in business competition as well. Aiola Eatery stands as a business development that embraces street vendors to optimize business potential by relying on an increase in the store atmosphere (Store Athmosphere). Based on this background, the purpose of this study is to find out and analyze the influence of the independent variable, namely Store Athosphere (including Exterior, General Interior, Store Layout, and Display) on the dependent variable, Customer Satisfaction both simultaneously and partially. This type of research is quantitative research using primary data. The sampling technique in this study used the Purposive Sampling technique with the number of respondents as many as 97 respondents. The independent variables determined in this study are the components of the Store Athmosphere, namely exterior, general interior, store layout and display. While the dependent variable is defined as Customer Satisfaction. To prove the hypothesis proposed, the Multiple Linear Regression Analysis Technique is used by performing the F Test and the t Test. Based on the data analysis performed, the conclusion is that the Store Atmosphere variable (exterior, general interior, store layout and display) has a simultaneous influence on customer satisfaction at Aiola Eatery, Surabaya. While the exterior variable partially does not have an influence on customer satisfaction while the other variables namely general interior, store layout and display have an influence on the variable customer satisfaction. Keywords: Store Athmosphere, Customer Satisfaction
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 20 Nov 2020 05:11 | ||||||||
| Last Modified: | 20 Nov 2020 05:11 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/650 |
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