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Ari Susanti
Jurusan Manajemen Hutan, Fakultas Kehutanan UGM, Yogyakarta
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Journal : Balance : Jurnal Akuntansi dan Manajemen

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Pengaruh Store Atmosphere, Service Quality, Dan Perceived Value Terhadap Kepuasan Pelanggan Pada Restoran Mie Gacoan Di Wilayah Solo Raya Wikasari, Heni; Susanti, Ari
Balance : Jurnal Akuntansi dan Manajemen Vol. 4 No. 3 (2025): Desember 2025
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v4i3.1126

Abstract

Sasaran utama dari penelitian ini ialah untuk meneliti dampak store atmosphere, service quality, dan perceived value terhadap kepuasan pelanggan pada Restoran Mie Gacoan di wilayah Soloraya. Kebaruan peneliti ini terletak pada pengujian simultan ketiga variabel pemasaran jasa dalam konteks bisnis kuliner cepat saji lokal yang memiliki ekspansi pesat di Indonesia. Penelitian ini menggunakan desain penelitian asosiatif dan metodologi kuantitatif. Sampel purposive digunakan untuk memilih 97 responden yang menjadi sampel penelitian. Kuesioner berskala Likert lima poin digunakan untuk memperoleh data, dan analisis data diuji dengan uji instrumen, uji asumsi klasik, serta analisis regresi linier berganda. Berdasarkan data yang diperoleh dalam penelitian ini, diketahui bahwa variabel store atmosphere, service quality, dan perceived value menunjukkan hubungan positif dan signifikan terhadap kepuasan pelanggan, baik berdasarkan sisi individu maupun gabungan. Dengan kata lain, setiap faktor tersebut baik, secara individual maupun gabungan terbukti dapat meningkatkan tingkat kepuasan pelanggan. Temuan ini menegaskan pentingnya suasana gerai, kualitas layanan, dan persepsi nilai, sebagai faktor utama pembentuk kepuasan pelanggan di industri kuliner cepat saji. Secara teoretis, hasil penelitian ini berkontribusi dalam penguatan literature pemasaran jasa, khususnya pada konsep customer based marketing dalam konteks bisnis kuliner lokal. Secara praktis, penelitian ini memberikan implikasi bagi pelaku bisnis kuliner untuk meningkatkan kualitas pelayanan, menciptakan nilai pengalaman pelanggan serta memperkuat daya saing melalui pengelolaan suasana restoran yang nyaman dan modern.   The main objective of this study  is to examine the effect of store atmosphere, service quality, and perceived value on customer satisfaction at Mie Gacoan restaurants in the Soloraya region. The novelty of this research lies in the simultaneous testing of these three key service marketing variables within the context of a rapidly local fast food industry. Using an associative  quantitative design, data were collected from 97 purposively selected respondents through a five point Likert scale questionnaire and analyzed using instrument testing, classical assumption testing, and multiple linear regression. The results show that store atmosphere, service quality, and perceived value has a positive and significant effect on customer satisfaction, both individually and simultaneously. These findings emphasize the importance of restaurant ambiance, service quality, and perceived value as essential drivers of satisfaction in the fast food sector. Theoretically, this study contributes to the enrichment  of service marketing literature, particularly the concept of customer experience based marketing in local culinary context. Practically, it offers insights for restaurant managers to enhance service quality, create greater experiential value, and strengthen competitiveness through the management of comfortable and modern dining environment.  
Co-Authors Adi, Dominikus Sukma Adyaksana, Rahandhika Ivan Ahmad Izzuddin Ainin Syukuria Putri, Ainin Syukuria Ali, Syamani D ALYENSI, FATIYANI Alyensi, Fatiyani Yensi Amalia, Nuke Anggraini, Rizki Nurita Anggraini, Rizky Nurita Angraeni, Astri Widyarulli Ansa, Ghifari Aulia Anugrah Windy Mustikarini, Anugrah Windy Apriliyani, Vika Arif Farida Arif Rahman Hakim Arinto Nugroho Astinana Yuliarti Asyari, Ismam Atik Lusia Atika Mima Amalin Atmaja, Ria Melina Ayu Citra Mayasari Bahari, Irwan Bekti Palupi Budiman, Puput Wahyu Cari, Layas Christiawan Hendratmoko Budi Istiyanto Ida Ayu Kade Rachmawati Kusasih Chudayfi, Ahmad Damayanti Damayanti Damayanti, Rizki Putri Danarto, Wisnu Putra Dani, Agus Defriman Djafri Dewajani, Heny Dina Martha Hutapea Dodik Hartono Dwi Ernawati Dyah Ratna Wulan Elia Ardyan Elmukhsinur, Elmukhsinur Erdana, Rinata Lya Erlis Saputra Evelina, Tri Yulistyawati Fadhillah, Rizka Ummu Fadhlan Ramdhani, Alfin Wafiaadin FADMIYANOR, ISYE Fathunikmah, Fathunikmah Fatimah Azzahra Fatiyani Alyensi Fawzy, Dwimay Febriani, Wike Suci Ginanjar Rahmawan, Ginanjar Harahap, Juraida Roito Hardjono Hardjono, Hardjono Hartatik Hidayati, Mutia Dewi Hindratni, Findy Ida Dwijayanti Ismunawan Ismunawan, Ismunawan Isnaini, Shahnaz Putri Iswara, Mochammad Agung Indra Ivan, Johanes Jannah, Mir'atul Kade R.K, Ida Ayu Khoir, Hanna Miftachul Kumrotin, Evi Laili LAILA, ANI Lestari, Diani Lestari, Tri Ayu Liliyan, Aditya Madani, Al Fitrah Putri Makhzumi, Ahda Masritna, Erin Maya Ayu Riestiyowati Meta Fitri Rizkiana mufid mufid Muhtar, Ghinia Anastasia Mukaromah, Naimatul Mulyadi, Aris Wahyu Murliawan, Karnanto Hendra Musyarifatillah, Nisa Nanik hendrawati, Nanik Ngatmini Ngatmini nikmah, Fathu Ningtiyas Firdayana Nisha Dharmayanti Rinarto Nur Kholis Nurul Laili Octavia, Dewi Ika Oktavia, Dewi Ika Pardi, . Parega, Erwin Partini, Sri Permatasari, Septi Indah Prasetyo, Fidela Ghani Pratiwi, May Kurnia Priambudi, Aliffudin Profiyanti Hermien Suharti Qoriaini, Risqia Zalza R. Rijanta Raharjo, Jany Tri Rahmalia, Meizy Rahman, Yessy Trisna Rahmat Aris Pratomo Rahmawati, Amelia Umi Rahmawati, Atiqa Rahmayanti, Amalia Putri Dwi Rantika, Reza Resti, Adinda Ria Estiana Riani, Alfina Rianto, Rahmad Isa Riestiyowato, Maya Ayu Riestyowati, Maya Ayu Rikah, Rikah Rikah, Rikah Rizki Fitria Darmayanti Rohmah, Fira Ulvatur Rosalina Kumalawati Rosida, Fifin Alfiatur Rosy, Alice Rumzi, Cindy Novita Rustam, M. Zul Azhri Rustam, Muh Zul Azhri Safira, Delfia Saharsin, Astuning Saharsini, Astuning Sakai, Kenji Sanomoto, Kenji Saputra, Era Trianita Saputre, Era Trianita Sari, Leni Nita Sigit Hadiantoro, Sigit Siska Helina, Siska Suade, Yuyun K. M. Sudahri Suhardiningsih, A.V. Sri Sumarno . Supardi, Nanang Triyono Susilawati, Elly Takwanto, Anang Tania, Sabiila Rahmat Tashiro, Yukihiro Trianita Saputra, Era Uthia, Rahimatul Vitaloka, Sannyta Dwi VITRIANI, OKTA Wardani, Anggraini Kusuma Wikasari, Heni Wulandari, Bhineka Agustina Yanti . Yanty Maryanty, Yanty Yeni Aryani Yulfitria, Fauziah Zalsabitha, Dewi Rifia