ANALISIS PENGARUH ATMOSPHERE CAFE DAN KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN DHAPU KOFFIE CABANG SUDIRMAN DI KOTA PEKANBARU

Abstract

The competition in the culinary field now, making entrepreneurs to innovate and create an order to continue and increase the selling value and positioning among other competitors. One of the important factors that needs to be considered by culinary entrepreneurs is atmospherecafe and the quality of cafe services. It is inevitable that atmospherecafe and quality of service become most popular factors visitors when choosing a gathering place because the atmosphere the cafe and the quality of service is a very important physical characteristic in creating a comfortable atmosphere for consumers in the cafe and can indirectly affect buying and selling activities of consumers. This purpose of research is determine customer satisfaction and customer loyalty based on the influence of atmosphere cafe and quality of service, so that customers make transactions continuously. This research uses a quantitative approach. Sample in this research were 165 customers of Dhapu Koffie in Pekanbaru City on the condition that they had made shopping transactions more than 2 times at Dhapu Koffie in the city of Pekanbaru. Sampling using the method of non-propbability sampling and purposive sampling technique. The research instrument used a questionnaire and analyzed using Warp-PLS 5.0. The results of reseach indicate that the variable atmosphere cafe, service quality has a significant influence on customer satisfaction and loyalty.

Keyword: Atmosphere Cafe, Service Quality, Customer Satisfaction, Customer Loyalty