Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh lokasi, promosi, kualitas layanan islami, dan atmosphere store terhadap kepuasan konsumen di Coffee Shop Aziz di Meulaboh. Dalam industri coffee shop, kepuasan konsumen menjadi faktor kunci dalam menciptakan loyalitas pelanggan, sementara berbagai aspek seperti lokasi, strategi promosi, kualitas layanan yang sesuai dengan prinsip-prinsip islami, dan suasana toko (atmosphere store) dapat mempengaruhi persepsi pelanggan terhadap kualitas layanan yang diberikan. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan menggunakan survei yang melibatkan 100 responden pelanggan Coffee Shop Aziz. Data yang diperoleh dianalisis menggunakan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa lokasi, promosi, dan atmosphere store memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen, sementara kualitas layanan islami juga berpengaruh positif meskipun pengaruhnya lebih kecil dibandingkan dengan variabel lainnya. Secara keseluruhan, penelitian ini mengungkapkan bahwa faktor-faktor tersebut saling berinteraksi dalam meningkatkan tingkat kepuasan konsumen dan memberikan kontribusi yang positif terhadap perkembangan bisnis Coffee Shop Aziz. Berdasarkan temuan ini, disarankan agar manajemen Coffee Shop Aziz lebih memperhatikan kualitas layanan yang ramah dan sesuai dengan nilai-nilai islami, serta terus meningkatkan suasana toko dan strategi promosi untuk mempertahankan dan menarik pelanggan baru.

Kata Kunci: Lokasi, Promosi, Kualitas Layanan Islami, Atmosphere Store, Kepuasan Konsumen. 

ABSTRACT This study aims to analyze the influence of location, promotion, Islamic service quality, and store atmosphere on customer satisfaction at Coffee Shop Aziz in Meulaboh. In the coffee shop industry, customer satisfaction is a key factor in creating customer loyalty, while various aspects such as location, promotion strategy, service quality in accordance with Islamic principles, and store atmosphere can influence customer perceptions of the quality of service provided. The method used in this study is a quantitative approach using a survey involving 100 Coffee Shop Aziz customer respondents. The data obtained were analyzed using multiple linear regression analysis techniques. The results of the study indicate that location, promotion, and store atmosphere have a significant influence on customer satisfaction, while Islamic service quality also plays an important role although its influence is smaller compared to other variables. Overall, this study reveals that these factors interact with each other in increasing the level of customer satisfaction and provide a positive contribution to the development of Coffee Shop Aziz's business. Based on these findings, it is recommended that Coffee Shop Aziz management pay more attention to friendly service quality and in accordance with Islamic values, as well as continue to improve the store atmosphere and promotional strategies to retain and attract new customers. Keywords: Location, Promotion, Islamic Service Quality, Atmosphere Store, Consumer Satisfaction.