PENGARUH SERVICESCAPE, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN - Nurani; Mokhamad Eldon; Berty Phechilia Ruspinendya (BEMJ : Business, Entrepreneurship, and Management Journal, 2022)
Abstract The purpose of this study is to partially examine how customer satisfaction at Kosim coffee shops is affected by servicescape, brand image, and word of mouth.Byemploying research methods to collect data, this study takes a causal approach.Therandom sampling method is used in this study.This study's sample consisted of 74 KosimCafe customers. A validated and reliable questionnaire serves as the instrument for datacollection.Multiple linear regression was used to test the hypothesis using dataanalysis.The findings demonstrated that Servicescape, brand image, and word of mouth allhad an impact on customer satisfaction. Additionally, the findings indicated that word ofmouth had an impact on customer satisfaction. Abstrak Penelitian ini bertujuan untuk secara simultan menganalisis secara parsial pengaruh servicescape, brand image dan word of mouth terhadap kepuasan konsumenkedai kopi Kosim. Penelitian ini menggunakan pendekatan kausal dengan mengumpulkandata melalui metode penelitian. Penelitian ini menggunakan metode random sampling ataupengambilan sampel secara acak. Sampel penelitian ini terdiri dari 74 konsumen KosimCafe. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas danreliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis adalahregresi linier berganda. Hasil penelitian menunjukkan bahwa Servicescape berpengaruhterhadap kepuasan pelanggan, citra merek berpengaruh terhadap kepuasan pelanggan,word of mouth berpengaruh terhadap kepuasan pelanggan, Servicescape, citra merek danword of mouth berpengaruh terhadap kepuasan pelanggan.