Pengamatan Kepuasan Pelanggan Melalui Peran Negara Asal dan Suasana Toko Starbucks di Surabaya
Keywords:
Customer satisfaction, country of origin, store ambience, Starbucks, Surabaya, multiple linear regressionAbstract
This study aims to observe Starbucks customer satisfaction in Surabaya through the variables of country of origin and store atmosphere. The research method used an online questionnaire with purposive sampling, involving 101 respondents. Data analysis used multiple linear regression to determine the effect of independent variables on the dependent variable. The results showed that the variables of country of origin and store atmosphere had a significant effect on customer satisfaction. The R Square value of 0.674 indicates that these two variables contribute 67.4% to customer satisfaction. Starbucks needs to improve the store atmosphere to make it more comfortable and in line with local customer preferences to maintain and increase customer satisfaction. This research is in line with previous studies which state that country of origin and store atmosphere have a significant influence on customer satisfaction.
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