PENGARUH KUALITAS LAYANAN, HARGA DAN ATMOSFER TOKO TERHADAP KEPUASAN PELANGGAN TOKO BUKU TOGAMAS GAJAH MADA SIDOARJO

Abstract

The problems of this study were (1) "What is the quality of service, price and
atmosphere store partially positive effect on customer satisfaction in the bookstore
Togamas Gajah Mada Sidoarjo? (2) Is the quality of service, price and atmosphere
simultaneously store positive effect on customer satisfaction in the bookstore Togamas
Gajah Mada Sidoarjo? (3) What is the most dominant variable between quality of
service, price and atmosphere stores affect customer satisfaction bookstore Togamas
Gajah Mada Sidoarjo? and Goals to be achieved in this research is to demonstrate and
analyze how much the influence of the quality of service, price and atmosphere of the
shop to customer satisfaction in the bookstore Togamas Gadjah Mada Sidoarjo
respondents and the population in this study is that all customers who are in Bookstore
Togamas Gadjah Mada Sidoarjo the sample in this study was 100 respondents using the
techniques of non probality sampling approach accidental sampling is a sampling
technique based on the chance that anyone who by chance met with investigators can be
used as a sample, when viewed people who happened to be found suitable as a data
source , Based on the research results, obtained the following regression equation: Y =
2,977+ 0,118 X
1
+ 0.246 X
2
+ 0.206 X
3
Of the acquisition value equation of multiple
linear regression model all variables showed a positive coefficient value that shows the
influence of the quality of service, price and atmosphere of the shop to customer
satisfaction. The results showed that there was a significant effect alongside the quality
of service, price and atmosphere shop to customer satisfaction and service quality has
not significantly it is proved by the value of the t test of the quality of services whereby
indigo t statistic is greater than t table (1.712> 1.66071). Then from the significance
level of 0.090 greater than 0.05 (0.05 <0.090), then Ho Ha rejected or accepted.
Keofesien of determination of 0.390, which means that 39.0% variable quality of
service, price and atmosphere stores affect customer satisfaction, while 61.0% is
influenced by other variables not studied eg quality products, promotions and other
emotions of others. The results showed that the price is the dominant variable with the
value of the regression coefficient 0.246

Keywords: Quality of service, price, atmosphere and customer satisfaction shop