PENGARUH EXPERIENTIAL MARKETING TERHADAP LOYALITAS PELANGGAN (STUDI PADA ROXY MART KOTA PALU)

This study aims to) determine the influence of experiential marketing both simultaneously and partially to customer loyalty Roxy Mart Palu City. The independent variables used in this research are sense, feel, think, act, and relate. While the dependent variable is Customer Loyalty. The method used in this research is quantitative descriptive method. The type of research conducted is descriptive causal. The sample is 90 respondents with purposive sampling sampling technique. Data analysis method used in this research is multiple linear regression analysis method using SPSS 23. The result of this research shows that simultaneously experiential marketing consisting of sense, feel, think, act, and relate significantly influence customer loyalty Roxy Mart Palu City . Partially customer trust consisting of sense, feel, think, act, and relate have a significant effect to customer loyalty Roxy Mart Palu City. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing baik secara serempak maupun parsial terhadap loyalitas pelanggan Roxy Mart Kota Palu. Variabel independen yang digunakan dalam penelitian ini adalah sense, feel, think, act, dan relate. Sedangkan variabel dependen adalah Loyalitas Pelanggan. Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Jenis penelitian yang dilakukan adalah deskriptif kausal. Sampel berjumlah 90 responden dengan teknik pengambilan sampel purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi linier berganda dengan menggunakan SPSS 23. Hasil penelitian ini menunjukkan bahwa secara simultan experiential marketing yang terdiri dari sense, feel, think, act, dan relate berpengaruh signifikan terhadap loyalitas pelanggan Roxy Mart Kota Palu. Secara parsial kepercayaan pelanggan yang terdiri dari sense, feel, think, act, dan relate berpengaruh signifikan terhadap loyalitas pelanggan Roxy Mart Kota Palu.

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PENGARUH KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN RUMAH MAKAN DUA PUTRI DI KELURAHAN MATANO KECAMATAN BUNGKU TENGAH

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v3i2.79 ◽

2020 ◽

Vol 3 (2) ◽

pp. 111-122

Author(s):

Muhammad Randi Satrio ◽

Chalil Chalil ◽

Ira Nuriya Santi

Keyword(s):

Regression Analysis ◽

Data Analysis ◽

Customer Satisfaction ◽

Customer Loyalty ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Purposive Sampling ◽

Analysis Technique ◽

Customer Trust

The purpose of this research is to test and analyze 1) Influence simultaneously variable of satisfaction and trust to customer loyality of Two Princess Restaurant in Matano Sub-District of Bungku Tengah District. 2) Partial influence of customer satisfaction variable on customer loyalty Two Putri Restaurant in Matano Village, Central Bungku District. 3) Partial influence of customer trust variable on customer loyalty of Two Princess Restaurant in Matano Sub-district of Bungku Tengah District. This type of research is descriptive causally. Sampling technique using Purposive Sampling, obtained sample of 60 respondents. Data analysis technique is multiple linear regression analysis. The results showed that based on the results of Test F, customer satisfaction variables and customer trust simultaneously have a positive and significant impact on customer loyalty Two Putri Restaurant in Matano Village, Central Bungku District. Partially, customer satisfaction variable (X1) has a positive and significant influence on customer loyalty of Two Putri Restaurant in Matano Village, Central Bungku District. The variable of customer trust (X2) has a positive and significant impact on customer loyalty of Two Princess Restaurant in Matano Sub-district, Bungku Tengah District. Tujuan penelitian adalah untuk menguji dan menganalisis 1) Pengaruh secara simultan variabel kepuasan dan kepercayaan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah. 2) Pengaruh secara parsial variabel kepuasan pelanggan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah. 3) Pengaruh secara parsial variabel kepercayaan pelanggan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah. Tipe penelitian adalah deskriptif kausal. Teknik penarikan sampel menggunakan Purposive Sampling, diperoleh sampel sebanyak 60 responden. Teknik analisis data adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa berdasarkan hasil Uji F, variabel kepuasan pelanggan dan kepercayaan pelanggan secara simultan berpengaruh positif dan signifikan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah. Secara parsial variabel kepuasan pelanggan (X1) berpengaruh positif dan signifikan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah. Variabel kepercayaan pelanggan (X2) berpengaruh positif dan signifikan terhadap loyalitas pelanggan Rumah Makan Dua Putri di Kelurahan Matano Kecamatan Bungku Tengah.

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PERSEPSI KEMUDAHAN, RESIKO DAN KEPERCAYAAN TERHADAP KEPUTUSAN PENGGUNAAN GOPAY

Fokus Ekonomi : Jurnal Ilmiah Ekonomi ◽

10.34152/fe.15.1.144-153 ◽

2020 ◽

Vol 15 (1) ◽

pp. 144-153

Author(s):

Buyung Nova Tri Anggono ◽

Istiatin . ◽

Solichul Hadi A B

Keyword(s):

Hypothesis Test ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

T Test ◽

Coefficient Of Determination ◽

Test Results ◽

Reduce Risk ◽

Quantitative Descriptive ◽

Descriptive Method

The aims of this study is to determine and explain the simultaneous and partial influence of perceptions of ease, risk and trust in the decision to use Gopay. The research method of this study was quantitative descriptive method. The population is all active student of Batik Islamic Surakarta University. The number of sample was determined by using Slovin formula which has result of 100 respondents. The sampling technique was using purposive sampling method meanwhile questionnaire was used to collect the data. The technique of the data analysis used in this study are the classical assumption test instrument and hypothesis test (multiple linear regression analysis, F test, t test and coefficient of determination) with the help of SPSS Statistics. The results of this study shows that the variable perception of ease, risk and trust affect the decision to use Gopay. The t-test results shows the perception of ease affect the decision to use Gopay. The risk does not affect the decision to use Gopay. Trust influences the decision to use Gopay. Suggestions from this research are Gopay should increase its convenience, reduce risk, and maintain credibility so that consumers will continue to trust Gopay

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Pengaruh Kompetensi Kerja, Disiplin Kerja dan Kepuasan Kerja terhadap Kinerja Karyawan PT Nasatech Sukses Abadi

Journal of Economic Bussines and Accounting (COSTING) ◽

10.31539/costing.v3i2.1065 ◽

2020 ◽

Vol 3 (2) ◽

pp. 267-273

Author(s):

Angles William ◽

Purnama Yanti Purba ◽

Vina Prenita ◽

Melinawaty Lumban Tobing

Keyword(s):

Job Satisfaction ◽

Sampling Method ◽

Employee Performance ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Positive Influence ◽

Analysis Method ◽

Employee Job Satisfaction ◽

Quantitative Descriptive

Employees have a big role in fulfilling fluency in the field of organization. Organizations need human resources to develop their businesses. This study aims to examine and analyze the effect of competence, work discipline, and job satisfaction on employee performance at PT Nasatech Sukses Abadi Medan. The phenomenon of performance instability that can be seen from the achievement of the company's targets caused by lack of competence and employee work discipline and a decrease in employee job satisfaction is the background of this study. The research method used is a quantitative approach, the type of research is quantitative descriptive, and the nature of this study is descriptive explanatory. The data analysis method is multiple linear regression analysis. The sampling technique uses the saturation sampling method. The study sample was 83 employees. The results of this study prove the existence of a significant and positive influence on competence, work discipline, and job satisfaction have a positive and significant effect on employee performance at PT Nasatech Sukses Abadi Medan. Keywords: Competence, Work Discipline, Job Satisfaction, Employee Performance

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TARIF RATA- RATA PENUMPANG, JUMLAH PENUMPANG, DAN JAM KERJA PADA PENDAPATAN DRIVER GOJEK KOTA BUKITTINGGI.

jurnal ekonomi ◽

10.47896/je.v24i1.331 ◽

2021 ◽

Vol 24 (1) ◽

pp. 14-27

Author(s):

Andria - Ningsih ◽

Anneputri Putri Anne ◽

Eka Hendrayani Hendrayani Een ◽

Delfi Hurnis Hurnis Delfi ◽

Fitria Fitria Ia

Keyword(s):

Linear Regression Analysis ◽

Sampling Technique ◽

Working Hours ◽

Multiple Linear Regression Analysis ◽

Primary Data ◽

Coefficient Of Determination ◽

Analysis Method ◽

Validity And Reliability ◽

Purposive Sampling ◽

The City

The purpose of this study was to determine the effect of the average passenger fare, number of passengers and working hours on income. This research was conducted using primary data. By providing a questionnaire statement to the respondent, using a Likert scale measurement. The population in this study were all Gojek drivers in the city of Bukittinggi. The number of samples is 94 people with purposive sampling technique. This study uses multiple linear regression analysis analysis method and uses quantitative analysis, namely the validity and reliability test, classical assumption test, t test and F test and the coefficient of determination test. Keywords: average passenger fare; income; number of passengers; working hours Tujuan penelitian ini adalah untuk mengetahui pengaruh tarif rata-rata penumpang, jumlah penumpang dan jam kerja terhadap pendapatan. Penelitian ini dilakukan menggunakan data primer. Dengan memberikan peryataan kuesioner kepada responden, dengan menggunakan pengukuran Skala Likert. Populasi dalam penelitian ini adalah seluruh Driver Gojek yang ada di Kota Bukittinggi. jumlah sampel 94 orang dengan teknik Purposive Sampling. Penelitian ini menggunakan metode analisis analisis regresi linear berganda serta menggunakan analisis kuantitatif yaitu uji validitas dan reliabilitas, uji asumsi klasik, uji t dan uji F dan uji koefisien determinasi. Kata kunci: jam kerja; jumlah penumpang; tarif rata-rata penumpang; pendapatan

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PENGARUH KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN JASA PENGIRIMAN BARANG JNE DI KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v5i2.149 ◽

2020 ◽

Vol 5 (2) ◽

pp. 160-170

Author(s):

Rizal Anugrah ◽

Johnny Tanamal ◽

Enki P Nainggolan

Keyword(s):

Data Analysis ◽

Linear Regression ◽

Customer Loyalty ◽

Significant Relationship ◽

Sampling Technique ◽

Analysis Method ◽

Purposive Sampling ◽

Independent Variables ◽

Freight Forwarding ◽

Descriptive Method

This study aims to determine customer satisfaction and trust both directly and partially to customer loyalty using JNE's freight forwarding service in Palu City. The independent variables in this study are satisfaction and trust. While the dependent variable is customer loyalty. The method used in this research is descriptive descriptive method. This type of research is descriptive causal. Empty sample of 75 respondents with purposive sampling sampling technique. Data analysis method used in this study is multiple linear regression using spss 21. The results of this study indicate that there is a significant relationship to customer loyalty by using JNE freight services in Palu City. partially satisfaction and significant loyalty to customer loyalty using JNE freight forwarding services in Palu City. Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan dan kepercayaan pelanggan baik secara serempak maupun parsialterhadap loyalitas pelanggan menggunakan jasa pengiriman barang JNE Kota Palu.Variabel independen yang digunakan dalam penelitian ini adalah kepuasan dan kepercayaan.Sedangkan variabel dependen adalah loyalitas pelanggan.Metode yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif.Jenis penelitian yang dilakukan adalah deskriptif kausal. Sampel berjumlah 75 responden dengan teknik pengambilan sampel purposive sampling. Metodeanalisis data yang digunakan dalam penelitian ini adalah metode analisisregresilinear berganda dengan menggunakan spss 21. Hasil penelitian ini menunjukkan bahwa secara simultan kepuasan dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan menggunakan jasa pengiriman barang JNE di Kota Palu. secara parsial kepuasan dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan menggunakan jasa pengiriman barang JNE di Kota Palu.

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PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS PELANGGAN TUPPERWARE (STUDI PADA DOSEN DAN TENAGA KEPENDIDIKAN FAKULTAS EKONOMI UNIVERSITAS TADULAKO)

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i3.30 ◽

2015 ◽

Vol 1 (3) ◽

pp. 287-296

Author(s):

Sukmawati Sukmawati ◽

Suardi Suardi ◽

Zakiyah Zahara

Keyword(s):

Regression Analysis ◽

Linear Regression ◽

Customer Loyalty ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Test Results ◽

Purposive Sampling ◽

Simultaneous Test ◽

Teaching Personnel

This study aims to determine the effect of Produrict Attbutes [Brand (X1), Packaging (X2), Label (X3), Service (X4), and Warranty (X5)] Tupperware Customer Loyalty (Study on Lecturers and Teaching Personnel Faculty of Economics University of Tadulako ). The type of research used is Causal Descriptive. Population in this research is Lecturer and Teacher of Faculty of Economics of University of Tadulako loyal use Tupperware product. Sampling technique in this study using Purposive Sampling, with the number of samples of 60 respondents. Data collection using questionnaires. The method of analysis using multiple linear regression analysis. Simultaneous test results (Test F) show that variables [Brand (X1), Packaging (X2), Label (X3), Service (X4), and Warranty (X5)] together significantly influence Tupperware Customer Loyalty. Partial test results indicate that Brand (X1), Label (X3), Service (X4), and Warranty (X5) variables significantly influence Tupperware Customer Loyalty. While Packaging variable (X2) partially no significant effect on Customer Loyalty Tupperware (Study on Lecturer and Teaching Personnel Faculty of Economics, University of Tadulako). Penelitian ini bertujuan untuk mengetahui pengaruh Atribut Produk [Merek (X1), Kemasan (X2), Label (X3), Pelayanan (X4), dan Garansi (X5)] Terhadap Loyalitas Pelanggan Tupperware (Studi pada Dosen dan Tenaga Kependidikan Fakultas Ekonomi Universitas Tadulako). Jenis penelitian yang digunakan adalah Deskriptif Kausal. Populasi dalam penelitian ini adalah Dosen dan Tenaga Kependidikan Fakultaas Ekonomi Universitas Tadulako yang loyal menggunakan produk Tupperware. Teknik penarikan sampel dalam penelitian ini menggunakan Purposive Sampling, dengan jumlah sampel sebanyak 60 responden. Pengambilan data menggunakan kuesioner. Metode analisis menggunakan analisis regresi linear berganda. Hasil pengujian simultan (Uji F) menunjukan bahwa variabel [Merek (X1), Kemasan (X2), Label (X3), Pelayanan (X4), dan Garansi (X5)] secara bersama-sama berpengaruh signifikan terhadap Loyalitas Pelanggan Tupperware. Hasil pengujian parsial menunjukkan bahwa variabel Merek (X1), Label (X3), Pelayanan (X4), dan Garansi (X5) berpengaruh secara signifikansi terhadap Loyalitas Pelanggan Tupperware. Sedangkan variabel Kemasan (X2)secara parsial tidak berpengaruh signifikan terhadap Loyalitas Pelanggan Tupperware (Studi pada Dosen dan Tenaga Kependidikan Fakultas Ekonomi Universitas Tadulako).

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PENGARUH MOTIVASI KERJA DAN KOMUNIKASI EFEKTIF BUDAYA ORGANISASI TERHADAP KINERJA KARYAWAN PADA HOTEL RANGKAYO BASA

Menara Ilmu ◽

10.31869/mi.v15i1.2519 ◽

2021 ◽

Vol 15 (1) ◽

Author(s):

Zike Martha ◽

Indria Flowerina ◽

Asni Dewi Syahriani Bishry

Keyword(s):

Regression Analysis ◽

Data Analysis ◽

Work Motivation ◽

Employee Performance ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Analysis Method ◽

Descriptive Research ◽

Quantitative Descriptive

Penelitian ini bertujuan untuk mengetahui Pengaruh Motivasi Kerja dan Komunikasi Efekti Budaya Organisasi terhadap Kinerja Karyawan pada Hotel Rangkayo Basa secara parsial dan simultan. Objek penelitian yang digunakan adalah Hotel Rangkayo Basa. Penelitian ini menggunakan teknik Total Sampling yaitu semua anggota populasi dijadikan sampel. Penelitian ini termasuk dalam jenis penelitian deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda. Secara Parsial hasil pengujian hipotesis motivasi kerja menunjukkan nilai t hitung > t tabel dengan taraf signifikansi 0,20, berarti motivasi kerja berpengaruh signifikan terhadap kinerja karyawan Hotel Rangkayo Basa. Kata Kunci: Motivasi Kerja, Komunikasi Efektif, Budaya Organisasi, Kinerja Karyawan ABSTRACT: This study aims to see the effect of work influence and communication on the effectiveness of organizational culture on employee performance at the Rangkayo Basa hotel partially and simultaneously. The research object used was the Rangkayo Basa Hotel. The research used total sampling technique, in which all members of the population were sampled. This research is included in the type of quantitative descriptive research. The data analysis method used in this study is multiple linear regression analysis. Partially the results of testing the motivation hypothesis show the value of t count> t table with a significance value of 0.20, meaning that work motivation has a significant effect on the employee performance of the Rangkayo Basa Hotel.

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PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MENGGUNAKAN PRODUK KOSMETIK (STUDI PADA SWALAYAN GRAND HERO DI KOTA PALU)

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i3.28 ◽

2020 ◽

Vol 1 (3) ◽

pp. 271-278

Author(s):

Rabiatul Adawiah ◽

Syamsul Bachri Daeng Parani ◽

Farid Farid

Keyword(s):

Customer Loyalty ◽

Research Method ◽

Brand Image ◽

Linear Regression Analysis ◽

Multiple Linear Regression Analysis ◽

Sampling Techniques ◽

Analysis Method ◽

Purposive Sampling ◽

Independent Variables ◽

The City

The purpose of this study is to determine the influence of price and brand image both simultaneously and partially to customer loyalty at grand hero Supermarkets in the city of Palu. The independent variables used in this study are price and brand image. While the dependent variable is Customer Loyalty (Y). The research method used in this research is descriptive causal method. The sample used in this study were as many as 93 respondents with the form of sampling using accidental sampling and Purposive Sampling techniques. Data analysis method used in this research is multiple linear regression analysis method. The results of this study indicate that simultaneously the price and brand image have a significant effect on customer loyalty at grand hero supermarket in the city of hammer. Partially significant effect on customer loyalty using viva cosmetic product at grand hero supermarket in Palu City. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh harga dan citra merek baik secara serempak maupun parsial terhadap loyalitas pelanggan pada Swalayan grand hero di Kota Palu. Variabel independen yang digunakan dalam penelitian ini adalah harga dan citra merek. Sedangkan variable dependen adalah Loyalitas pelanggan (Y). Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif kausal. Sampel yang digunakan pada penelitian ini yaitu sebanyak 93 responden dengan bentuk pengambilan sampel menggunakan teknik accidental Sampling dan Purposive Sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara simultan harga dan citra merek berpengaruh signifikan terhadap loyalitas pelanggan pada swalayan grand hero di kota palu. Secara parsial berpengaruh signifikan terhadap loyalitas pelanggan menggunakan produk kosmetik viva pada swalayan grand hero di Kota Palu.

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PENGARUH SOSIALISASI PERPAJAKAN DAN SANKSI PERPAJAKAN TERHADAP KEPATUHAN WAJIB PAJAK UMKM E-COMMERCE

Jurnal Riset Manajemen dan Bisnis ◽

10.21460/jrmb.2021.161.369 ◽

2021 ◽

Vol 16 (1) ◽

pp. 21

Author(s):

Afeni Maxuel ◽

Anita Primastiwi

Keyword(s):

Research Method ◽

Linear Regression Analysis ◽

Tax Compliance ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Primary Data ◽

Purposive Sampling ◽

Quantitative Descriptive ◽

E Mail ◽

Positive Effect

ABSTRAK Penelitian ini bertujuan untuk menguji apakah sosialisasi perpajakan, kesadaran wajib pajak dan sanksi perpajakan berpengaruh terhadap kepatuhan wajib pajak UMKM e-commerce. Metode penelitian ini menggunakan metode deskriptif kuantitatif dan data primer dengan menggunakan kuesioner. Penelitian mengambil sampel pengusaha e-commerce yang ada di Indonesia. Teknik pengambilan sampel menggunakan purposive sampling. Pengumpulan data dilakukan dengan cara mengirimkan kuesioner melalui chat personal atau melalui e-mail dalam bentuk google form kepada pengusaha e-commerce. Jumlah kuesioner yang diolah adalah 100 kuesioner. Data dianalisis menggunakan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa sosialisasi perpajakan berpengaruh positif terhadap kepatuhan wajib pajak UMKM e-commerce sedangkan kesadaran wajib pajak dan sanksi perpajakan tidak berpengaruh signifikan terhadap kepatuhan wajib pajak UMKM e-commerce.Kata kunci: sosialisasi perpajakan, kesadaran wajib pajak, sanksi perpajakan, kepatuhan wajib pajak, umkm e-commerce. ABSTRACT This study aims to examine whether taxation socialization, awareness of taxpayers and tax sanctions affect the tax compliance of MSME e-commerce taxpayers. This research method uses quantitative descriptive methods and primary data using a questionnaire. The study took a sample of e-commerce entrepreneurs in Indonesia. The sampling technique uses purposive sampling. Data collection is done by sending questionnaires via personal chat or via e-mail in the form of Google forms to e-commerce entrepreneurs. The number of questionnaires processed was 100 questionnaires. Data were analyzed using multiple linear regression analysis. The results of this study indicate that taxation socialization has a positive effect on tax compliance of MSME e-commerce taxpayers while awareness of taxpayers and tax sanctions does not have a significant effect on tax compliance of MSME e-commerce taxpayersKeywords: taxation socialization, taxpayer awareness, tax sanction, taxpayer compliance, e-commerce SME

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PENGARUH STORE ATMOSPHERE TERHADAP KEPUASAAN KONSUMEN PADA CAFE REFRESHO DI KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i3.31 ◽

2020 ◽

Vol 1 (3) ◽

pp. 297-306

Author(s):

Firdha Nur Atifa ◽

Wahyuningsih Wahyuningsih ◽

Ponirin Ponirin

Keyword(s):

Regression Analysis ◽

Data Analysis ◽

Linear Regression ◽

Consumer Satisfaction ◽

Linear Regression Analysis ◽

Sampling Technique ◽

Multiple Linear Regression Analysis ◽

Analysis Method ◽

Purposive Sampling ◽

Independent Variables

This research aims to determine the influence of store atmosphere on consumer satisfaction at Cafe Refresho in Palu City. The independent variables used in this study are Exterior (X1), General Interior (X2), Store Layout (X3) and Interior Display (X4), while the dependent variable is consumer satisfaction (Y). This type of research is quantitative. The method of this research is descriptive causal. Samples used in this study are 100 respondents and using purposive sampling technique. Data analysis method used in this research is multiple linear regression analysis method. The results of this study indicate that simultaneously Store Atmosphere elements consisting of Exterior, General Interior, Store Layout, and Interior Display have a significant effect on consumer satisfaction at Cafe Refresho in Palu City. Partially Store Atmosphere elements consisting of General Interior, Store Layout, and Interior Display have a significant effect on consumer satisfaction at Cafe Refresho in Palu City. While the Exterior element partially have no significant effect on consumer satisfaction at Cafe Refresho in Palu City. Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere terhadap kepuasan konsumen pada Cafe Refresho di Kota Palu. Variabel independen yang digunakan dalam penelitian ini adalah Exterior (X1), General Interior (X2), Store Layout (X3) dan Interior Display (X4), Sedangkan variabel dependen adalah kepuasan konsumen (Y). Jenis penelitian ini adalah kuantitatif. Metode penelitian ini adalah deskriptif kausal. Sampel yang digunakan pada penelitian ini yaitu sebanyak 100 responden dengan bentuk pengambilan sampel menggunakan teknik purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara serempak elemen Store Atmosphere yang terdiri dari Exterior, General Interior, Store Layout, dan Interior Display berpengaruh signifikan terhadap kepuasan konsumen pada Cafe Refresho di Kota Palu. Secara parsial elemen Store Atmosphere yang terdiri dari General Interior, Store Layout, dan Interior Display berpengaruh signifikan terhadap kepuasan konsumen pada Cafe Refresho di Kota Palu. Sedangkan elemen Exterior secara parsial berpengaruh tidak signifikan terhadap kepuasan konsumen pada Cafe Refresho di Kota Palu.

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