PENGARUH ATMOSFER TOKO, KUALITAS PRODUK, DAN KUALITAS LAYANAN TERHADAP KEPUASAN KONSUMEN di CAFE & RESTO KAKI LIMA STREET FOOD KEKINIAN TARAKAN
This study aims to deterrmnc the effect of store atmosphere, product quality, and service quality on consumer satisfaction at the street food cafc & restaurant, modem street food, Taraknn. The sampling technique in this study used a non-probability sampling technique. The population in this study were people who had visited the Kok, /,11110 Street Food Kekmian Tarakan with an unknown number while the sample in this study were 200 respondents. The data analysis method used in this study consisted of validity test. reliability test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test and autocorrelation test), and multiple regression test using the SPSS application. The resuhs showed that the store atmosphere variable had a significant positive effect on consumer satisfaction wuh the customer satisfacuon, product quality had a positive effect on consumer satisfaction and quality.