Hubungan antara Kualitas Pelayanan, Store Atmosphere, dan Persepsi Harga dengan Kepuasan Konsumen pada Gen Z yang Berkunjung di Toko Kopi Padma Surabaya

Penelitian ini bertujuan untuk menginvestigasi pengaruh kualitas pelayanan, store atmosphere, dan persepsi harga terhadap tingkat kepuasan konsumen pada segmen Generasi Z di Toko Kopi Padma Surabaya. Penelitian ini menggunakan desain kuantitatif korelasional, data dikumpulkan dari 101 responden melalui teknik accidental sampling dengan instrumen kuesioner skala Likert. Analisis data dilakukan menggunakan regresi linear berganda untuk menguji signifikansi hubungan antarvariabel. Hasil analisis menunjukkan bahwa secara simultan, kualitas pelayanan (V_X1), store atmosphere (V_X2), dan persepsi harga (V_X3) berkontribusi secara signifikan terhadap kepuasan konsumen (V_Y) (R= 0,835; F=163.548; dan p=0.000 < 0.01) memberikan kontribusi sebesar 0.835 atau 83,5%. Store atmosphere merupakan faktor paling dominan mempengaruhi kepuasan konsumen (β=0.396; t=4.447; dan p=0.000), persepsi harga berada di posisi kedua (β=0.346; t=5.297; dan p=0.000), kualitas pelayanan memiliki kontribusi terkecil (β=0.242; t=2.721; dan p=0.008). Hasil penelitian ini mengindikasikan bahwa estetika dan kenyamanan suasana toko menjadi daya tarik utama bagi konsumen Gen Z dalam mencapai kepuasan berbelanja di coffee shop.

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This study aims to investigate the influence of service quality, store atmosphere, and price perception on the level of consumer satisfaction among Generation Z customers at Padma Coffee Shop in Surabaya. This study employed a quantitative correlational design; data were collected from 101 respondents using accidental sampling with a Likert-scale questionnaire. Data analysis was conducted using multiple linear regression to test the significance of the relationships among the variables. The results of the analysis indicated that simultaneously, the quality of service (V_X1), store atmosphere (V_X2), and price perception (V_X3) contribute significantly to consumer satisfaction (V_Y) (R= 0,835; F=163.548; and p=0.000 < 0.01) contributing 0.835 or 83,5%. Store atmosphere was the most dominant factor influencing consumer satisfaction (β=0.396; t=4.447; dan p=0.000), price perception was in second place (β=0.346; t=5.297; dan p=0.000), and service quality had the smallest contribution (β=0.242; t=2.721; dan p=0.008). The results of this study indicate that the aesthetics and comfort of the store atmosphere are the main attractions for Gen Z consumers in achieving shopping satisfaction at coffee shops.