Abdurahman, 1610412110002, The Influence of Service Quality, Store Atmosphere and Location on Customer Satisfaction at Miltie Garden Mulawarman Banjarmasin under the guidance of Setio Utomo and M.Hasanur Arifin

This study aims to determine and examine the effect of partially and simultaneously Service Quality (X1), Store Atmosphere (X2), and Location (X3) on Consumer Satisfaction (Y). This study uses a quantitative approach. The number of samples is 75 people with the technique of taking Accidental Sampling. Data collection techniques using questionnaires and data analysis used is Multiple Linear Analysis with the help of SPSS 25.

The results showed that Service Quality (X1) with a significant value of 0.012 with a large influence of 0.253 or 25.3% had a positive and significant effect on consumer satisfaction. The Store Atmosphere (X2) variable with a significant value of 0.02 with a large influence of 0.283 or 28.3% has a positive and significant effect on consumer satisfaction. Then Location (X3) with a significant value of 0.013 with a large influence of 0.386 or 38.6% has a positive and significant effect on consumer satisfaction. As well as simultaneously Service Quality, Store Atmosphere and Location, it can be seen that the calculated F value in the sig column is 0.000 which shows a number less than 0.05 or 0.000 <0.05. Then based on the coefficient of determination test, the value of Adjusted R is 0.857 or 85.7% meaning that the variables of Service Quality, Store Atmosphere and Location affect consumer satisfaction by 85.7%. The remaining 14.3% is influenced by other factors or other independent variables that are not included in the study.