Influence of Store Atmosphere, Promotion Applicatian and Product Display Towards Consumer Satisfaction Tomoro Coffee Bengkulu City
DOI:
https://doi.org/10.37638/bima.5.2.83-93Keywords:
ManagementAbstract
Purpose: This study aims to examine the impact of store atmosphere, promotion application, and product display on consumer satisfaction at Tomoro Coffee in Bengkulu City. Methodology: A quantitative approach was employed using questionnaires as the primary data collection tool. The study sampled 150 consumers of Tomoro Coffee in Bengkulu City. Results: The multiple linear regression analysis produced the equation Y = 1.454 + 0.325(Xâ‚) + 0.240(Xâ‚‚) + 0.411(X₃) + 2.837, showing a positive relationship between the three variables and consumer satisfaction. The determination coefficient (R²) of 0.640 indicates that 64% of consumer satisfaction is influenced by these factors, while 36% is attributed to other unexamined variables. Findings: The combined influence of store atmosphere, promotion application, and product display significantly affects consumer satisfaction, supported by an F value of 86.424 > 2.67 and a significance level of 0.000 < 0.05. Originality: This study provides insights into consumer behavior within the growing coffee shop culture in Bengkulu. Novelty: It highlights the importance of these factors in shaping customer satisfaction, specifically in a modern coffee shop context. Conclusion: Enhancing store atmosphere, promotions, and product displays can significantly boost customer satisfaction. Type of Paper: Empirical research paper .
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