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Submitted
Oct 14, 2022
Published
Jun 30, 2022
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Abstract

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.By
employing research methods to collect data, this study takes a causal approach.The
random sampling method is used in this study.This study's sample consisted of 74 Kosim
Cafe customers. A validated and reliable questionnaire serves as the instrument for data
collection.Multiple linear regression was used to test the hypothesis using data
analysis.The findings demonstrated that Servicescape, brand image, and word of mouth all
had an impact on customer satisfaction. Additionally, the findings indicated that word of
mouth 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 konsumen
kedai kopi Kosim. Penelitian ini menggunakan pendekatan kausal dengan mengumpulkan
data melalui metode penelitian. Penelitian ini menggunakan metode random sampling atau
pengambilan sampel secara acak. Sampel penelitian ini terdiri dari 74 konsumen Kosim
Cafe. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan
reliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah
regresi linier berganda. Hasil penelitian menunjukkan bahwa Servicescape berpengaruh
terhadap kepuasan pelanggan, citra merek berpengaruh terhadap kepuasan pelanggan,
word of mouth berpengaruh terhadap kepuasan pelanggan, Servicescape, citra merek dan
word of mouth berpengaruh terhadap kepuasan pelanggan.


 

Keywords

servicescape brand image word of mouth kepuasan konsumen

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How to Cite
Nurani, Mokhamad Eldon, & Berty Phechilia Ruspinendya. (2022). PENGARUH SERVICESCAPE, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN . BEMJ : Business, Entrepreneurship, and Management Journal, 1(1), 42-49. https://doi.org/10.36563/bemj.v1i1.579

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