STRATEGI MENINGKATKAN KEPUASAN KONSUMEN DAN WORD OF MOUTH MELALUI KUALITAS LAYANAN, KUALITAS PRODUK DAN SUASANA TOKO (Studi Empiris Pada Usaha Kuliner di Purwokerto)

Abstract

This study was designed to analyze the effect of service quality, product quality, store atmosphere on customer satisfaction and its impact on word of mouth. The population in this study was consumers who had visited the Adaptasi Coffee Purwokerto. The number of samples were 106 respondents determined by purposive sampling method. Based on the results of data analysis using regression analyses with SPSS, it was proven that service quality and product quality have a positive and significant effect on customer satisfaction while store atmosphere have no significant effect and Customer satisfaction has a positive and significant effect on word of mouth.

Keywords : Service Quality, Product Quality, Store Atmosphere, Consumer Satisfaction, Word of Mouth.