ABSTRAK

Waluyo MuktiD1A214098, PengaruhStore Atmosphere, Inovasi Produk dan Customer Experience terhadap Kepuasaan Pelanggan Cafe Warunk UpNormal di Banajarmasin. Dibawah bimbingan Maryono dan Noor Hidayati.

Pemasaran merupakan salah satu faktor eksternal yang mempengaruhi kepuasan pelanggan terhadap suatu produk. Penelitian ini bertujuan untuk mengetahui pengaruh PengaruhStore Atmosphere, Inovasi Produk dan Customer Experience terhadap Kepuasaan Pelanggan Cafe Warunk UpNormal di Kota Banjarmasin.

Penelitian ini menggunakan pendekatan kuantitatif dengan tipe explanatory. Sampel penelitian pelanggan Warunk UpNormal dengan jumlah 155 responden dengan teknik pengambilan sampel menggunakan simple random sampling. Teknik pengumpulan data menggunakan kuesioner dengan analisa data menggunakanregresi linier berganda.

Hasil pengujian membuktikan tidak terdapat pengaruh signifikan secara parsial Store Atmosphere terhadap Kepuasan Pelanggandengan besar pengaruh 0,090 bahwa pengaruh sangat rendah dan Terdapat pengaruh signifikan secara parsial Inovasi Produkterhadap Kepuasaan Pelanggan dengan besar pengaruh 0,276bahwa pengaruh rendah dan juga Terdapat pengaruh signifikan secara parsial Customer Experience terhadap Kepuasaan Pelanggan dengan besar pengaruh 0,468 bahwa pengaruh sedang. Pengujian secara bersama-sama menunjukanterdapat pengaruh signifikan secara simultan Store Atmosphere, Inovasi Produk dan Customer Experience terhadap Kepuasan Pelanggandengan besar pengaruh 40,489.

Kata kunci: Store Atmosphere, Inovasi Produk,Customer Experience, Kepuasan pelanggan

ABSTRACT

               Waluyo Mukti D1A214098, Effect of Store Atmosphere, Product Innovation and Customer Experience on Cafe Warunk UpNormal Customer Satisfaction in Banajarmasin. Under the guidance of Maryono and Noor Hidayati.

               Marketing is one of the external factors that affect customer satisfaction with a product. This study aims to determine the effect of Store Atmosphere, Product Innovation and Customer Experience on Cafe Warunk Up Normal Customer Satisfaction in Banjarmasin City.

               This study uses a quantitative approach with an explanatory type. The research sample of Warunk UpNormal customers with 155 respondents with the sampling technique using simple random sampling.

               Data collection techniques using questionnaires with data analysis using multiple linear regression. The test results prove there is no significant effect partially on Store Atmosphere on Customer Satisfaction with a large influence of 0.090 that the influence is very low and there is a significant partial effect of Product Innovation on Customer Satisfaction with a influence of 0.276 that influences are low and there is also influence partially significant Customer Experience towards Customer Satisfaction with a influence of 0.468 that the influence is moderate. The test together shows that there are significant simultaneous effects of Store Atmosphere, Product Innovation and Customer Experience on Customer Satisfaction with a large influence of 40,489.

Keywords: Store Atmosphere, Product Innovation, Customer Experience, Customer Satisfaction