<![CDATA[Penelitian ini menguji bagaimana atmosfer gerai (store atmosphere) dan kualitas pelayanan memengaruhi tingkat kepuasan konsumen Hotway's Chicken Plaju. Menggunakan pendekatan kuantitatif deskriptif, data dikumpulkan melalui kuesioner berskala Likert (1-5) yang disebarkan kepada 120 pelanggan. Sampel dipilih menggunakan teknik accidental sampling ynag merupakan bagian dari nonprobability sampling. Evaluasi data dilakukan via Structural Equation Modeling-Partial Least Square (SEM-PLS) berbantuan software SmartPLS 4. Temuan riset membuktikan bahwa atmosfer gerai dan kualitas pelayanan secara langsung memberikan dampak positif serta signifikan terhadap kepuasan konsumen. Di samping itu, atmosfer gerai juga memperkuat kualitas pelayanan, di mana variabel kualitas pelayanan terbukti sukses memediasi hubungan antara atmosfer gerai dengan kepuasan ynag dirasakan oleh pelanggan. This study examines how store atmosphere and service quality influence the satisfaction levels of Hotway's Chicken Plaju customers. Employing a descriptive quantitative approach, data were collected via a Likert-scale (1–5) questionnaire distributed to 120 customers. The sample was selected using accidental sampling, a type of non-probability sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS 4 software. The research findings demonstrate that store atmosphere and service quality have a direct, positive, and significant impact on customer satisfaction. Furthermore, store atmosphere reinforces service quality, with the service quality variable successfully mediating the relationship between store atmosphere and customer-perceived satisfaction.]]>
