Pengaruh Atmosfer Tempat, Kemudahan Pemesanan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen di Self Photo Studio Sumi Space

Abstract

This study aims to analyze the influence of Store Atmosphere, Ease of Booking, and Service Quality on Customer Satisfaction at Sumi Space Self Photo Studio in Batam City. This research employed a quantitative approach using purposive sampling involving 138 respondents. Data were analyzed using multiple linear regression with SPSS. The results indicate that Store Atmosphere, Ease of Booking, and Service Quality have a positive and significant effect on Customer Satisfaction, both partially and simultaneously. The coefficient of determination (R²) value of 0.779 indicates that 77.9% of the variation in Customer Satisfaction can be explained by these variables, while the remaining 22.1% is influenced by other factors outside this study. The findings suggest that improving store atmosphere, ease of booking, and service quality can enhance customer satisfaction at Sumi Space Self Photo Studio in Batam City.