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All Journal Bima Journal : Business, Management and Accounting Journal
Pratiwi, Rindi Intan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influence of Store Atmosphere, Promotion Applicatian and Product Display Towards Consumer Satisfaction Tomoro Coffee Bengkulu City Pratiwi, Rindi Intan; Yanti, Rina Trisna; Tambunan, Dennis Rydarto
BIMA Journal (Business, Management, & Accounting Journal) Vol. 5 No. 2 (2024)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.5.2.83-93

Abstract

Purpose: This study aims to examine the impact of store atmosphere, promotion application, and product display on consumer satisfaction at Tomoro Coffee in Bengkulu City. Methodology: A quantitative approach was employed using questionnaires as the primary data collection tool. The study sampled 150 consumers of Tomoro Coffee in Bengkulu City. Results: The multiple linear regression analysis produced the equation Y = 1.454 + 0.325(X₁) + 0.240(X₂) + 0.411(X₃) + 2.837, showing a positive relationship between the three variables and consumer satisfaction. The determination coefficient (R²) of 0.640 indicates that 64% of consumer satisfaction is influenced by these factors, while 36% is attributed to other unexamined variables. Findings: The combined influence of store atmosphere, promotion application, and product display significantly affects consumer satisfaction, supported by an F value of 86.424 > 2.67 and a significance level of 0.000 < 0.05. Originality: This study provides insights into consumer behavior within the growing coffee shop culture in Bengkulu. Novelty: It highlights the importance of these factors in shaping customer satisfaction, specifically in a modern coffee shop context. Conclusion: Enhancing store atmosphere, promotions, and product displays can significantly boost customer satisfaction. Type of Paper: Empirical research paper . 
Co-Authors Tambunan, Dennis Rydarto Yanti, Rina Trisna