PENGARUH STORE ATMOSPHERE, PERCEIVED VALUE DAN PROMOTION TERHADAP KEPUASAN PELANGGAN STREET FOOD FESTIVAL

Abstract

Abstract

The rapid growth of food industry, especially the restaurant, makes the businessman aware of the competitive position of the industry so they have to maintain the competitive advantage. The objective of this research is to know how the influence of store atmosphere on customer satisfaction, how perceived value influence to customer satisfaction, how promotion affects customer satisfaction, and how the influence of store atmosphere, perceived value and promotion of customer satisfaction. The population of this study were all who visited the Street Food Festival at Food Centrum - Sunter, North Jakarta. And the sampling is done using Haier method. Data analysis was done by using multiple regression analysis. Result of research There is significant influence of Store Atmosphere to Street Food Street Customer Satisfaction at Food Centrum - Sunter, North Jakarta from t count equal to 4,536> 1,69 and sig value <0,05, There is significant influence of Perceived Value to Street Food Customer Satisfaction Festival in Food Centrum - Sunter, North Jakarta from t count equal to 7,334> 1,69 and sig value <0,05, No significant influence of Promotion to Street Food Festivities Satisfaction at Food Centrum - Sunter, North Jakarta from t arithmetic equal to -0.062 <1.69 and the value of sig 0.951> 0.05, with the percive value variable that has the most influence on customer satisfaction. In addition, from the results of the research known Customer Satisfaction Street Food Festival at Food Centrum - Sunter, North Jakarta is influenced by Store Atmosphere, Perceived Value, and Promotion of 51.8%, and the rest of 48.2% influenced by other factors.

Keywords: store atmosphere, perceived value, promotion, customer satisfaction