Kepuasan Konsumen Sebagai Dampak dari Suasana Toko Kedai Kawani Antapani Bandung (Studi Kasus pada Kedai Kawani)
Abstract
Penelitian ini bertujuan untuk mengetahui kondisi suasana toko dan kepuasan konsumen pada Kedai Kawani. Penelitian ini menggunakan metode kuantitatif, dengan dua variabel. Populasi yang digunakan pada penelitian ini adalah konsumen Kedai Kawani. Teknik analisis yang digunakan adalah analisis linear sederhana dengan uji f dan uji t. Hasil perhitungan uji f dan uji t menyatakan bahwa variabel Suasana toko (x) dan kepuasan konsumen (y) berpengaruh secara simultan terhadap kepuasan konsumen, dikarenakan memiliki nilai fhitung lebih tinggi dibandingkan ftabel (104,410 > 3,35). Sehingga dapat disimpulkan hipotesis diterima. Variabel suasana toko tidak berpengaruh secara signifikan terhadap kepuasan konsumen, dikarenakan memiliki nilai signifikasi 10.218 > 0,05. Sedangkan suasana toko berpengaruh secara signifikan terhadap kepuasan konsumen, dikarenakan memiliki nilai signifikasi 0,000 < 0,05.
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