JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)

Vol. 6 No. 2, 2022

THE EFFECT OF CAFE ATMOSPHERE, PRODUCT QUALITY

AND SERVICE QUALITY ON CONSUMER SATISFACTION AT
PREMIUM COFFEE STATIONS IN LHOKSEUMAWE CITY FOR
THE 2020-2021 PERIOD
T. Edyansyah1*, Juni Ahyar2, Rico Nur Ilham3, Chalirafi4, Sullaida5
Faculty of Economics and Business, Universitas Malikussaleh1*,2,3,4,5
Email : [email protected]*; [email protected];
[email protected]; [email protected]; [email protected]
ABSTRACT
The purpose of this study was to examine the effect of cafe atmosphere, product
quality and service quality on customer satisfaction at premium coffee stations in
lhokseumawe. The population in this study were all customers at the premium coffee
station in lhokseumawe. While the sample is 100 respondents. The sampling technique
is accidental sampling. The type of data used in this study is primary data in the form of
cross selection data obtained by using a questionnaire. The method of data analysis in
this study is the multiple linear regression analysis of panel data. The results of the
study found that partially the cafe atmosphere had a significant influence on consumer
satisfaction, partially product quality had an effect on consumer satisfaction, while
partially service quality has an effect on customer satisfaction. and cafe atmosphere
product quality and service quality simultaneously affect customer satisfaction.
Keywords : Cafe Atmosphere; Product Quality; Service Quality; Consumer
Satisfaction

INTRODUCTION
Premium Coffee Station is a cafe located in Lhokseumawe City, the owner of
the Cafe is Mr. H Fathani, Premium Coffee Station was established in 2014 and
Premium Coffee Station is located in a strategic place, namely Jalan Merdeka No. 70F-
70G Komplek Griya Aceh Kongsi, Kuta village Blang City of Lhokseumawe. Station
Coffee Premium also provides a comfortable and unique place. Pemium Coffee Station
does not only provide coffee, they also provide various types of menus that have
different tastes and many variations. Station Coffee Premium is visited by many from
students to the upper middle class such as civil servants, office employees and other
officials.
Based on the events that occurred in the field, there were several problems. For
the cafe atmosphere variable, the first problem is the lack of facilities in the form of a
smoke-free room which is prioritized for visitors who cannot inhale cigarette smoke,
especially women and children. The second problem is the lack of order in the morning
for visitors who put their motorbikes not on the parking space that has been provided,

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Vol. 6 No. 2, 2022

but on the road to the Griya Aceh Kongsi Housing Complex, even though the parking
area provided for motorbikes is 20 x 15 meters. This is certainly very disturbing for the
community of the complex passing by, especially the road is the only way to the Griya
Aceh Kongsi Housing Complex where the housing is located behind the Premium
Coffee Station.
The problem that occurs for the Product Quality variable is the unavailability of
one drink which is generally found in other cafes and this drink will certainly be an
option for those who visit Premium Coffee Station. The drink is Soda Water.
For the Service Quality variable, the problem that occurs is the response of the waiter
who is not fast in serving visitors even though the number of waiters provided is already
crowded. This will cause visitors to feel bored and feel uncomfortable.
Based on initial observations, things that affect consumer satisfaction are an
attractive cafe atmosphere, good product quality and service quality in accordance with
consumer expectations, therefore the authors are interested in researching more about
customer satisfaction at the Premium Coffee Station in Lhokseumawe City. The
variables taken are cafe atmosphere, product quality and service quality that affect
customer satisfaction. Taking this into account, the authors take the title "The Effect of
Cafe Atmosphere, Product Quality and Service Quality on Consumer Satisfaction at
Premium Coffee Stations in Lhokseumawe City".
LITERATURE REVIEW
Marketing
According to Kotler and Armstrong (2008:06) Marketing is a social and
managerial process by which individuals and organizations obtain what they need and
want through creating and exchanging value with others.
Marketing Management
MAccording to Kotler and Armstrong in Alma (2014: 130) marketing
management is the activity of analyzing, planning, implementing and supervising all
activities (programs), in order to obtain a favorable exchange rate with target buyers in
order to achieve organizational goals.
Store Atmosphere (cafe atmosphere)

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Store Atmospherehas elements that all affect any store you want to create. The
elements of store atmosphere according to Bermen and Evans (2010) can be divided
into four elements, namely:
1. Exterior (the outside of the shop)
2. General Interior (General interior)
3. Store Layout
4. Interior (Point Of Purchese)
Product quality
According to Kotler and Keller (2012) product quality is the ability of a product
to carry out its functions, including durability, reliability, accuracy, ease of operation
and repair, as well as other valuable attributes. Product quality is defined as the overall
characteristics and characteristics of a product or service that affect the product's ability
to satisfy certain needs. This means that we must be able to identify the characteristics
and characteristics of products related to quality and then make a basis for benchmarks
and ways of controlling them (Andriyani, Y., & Zulkarnaen, W., 2017).
Service quality
MAccording to Wyckof in Tjiptono et al (2008) service quality is the level of
excellence expected and control over the level of excellence is to meet customer desires.
According to Zeithaml and Parasuraman (2010) there are several indicators that
need to be considered in service quality, namely:
1. Physical form / tangible (tagibles)
2. Reliability (reliability)
3. Responsiveness
4. Guarantee (assurance)
5. Empathy
Consumer Satisfaction
According to Kotler and Armstrong (2008: 36) states that consumer satisfaction
is a person's feeling of pleasure or disappointment that comes from a comparison
between his impression of the performance (results) of a product and his expectations.
RESEARCH METHODOLOGY
Types of research

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Vol. 6 No. 2, 2022

The object of this research is the people who become customers or consumers at
the Premium Coffee Station in Lhokseumawe City.
Population and Sample
The population is all objects that are in the object or research location. The
sample is the smallest part of the population. To get a good estimate and inter-
achievement from this research, the sample studied used the Supranto (2009:113)
formula as follows:

n = sample size
= obtained from the normal distributor table is 1.95
E = % leeway for inaccuracy due to error taking
Samples that can still be set or desired, for example 10% (0.1) and the value
of of 1.96 with a 95% confidence level, the number of samples is as follows:

n =0.25[
= (0.25) (384.16)
= 96.04
Based on the calculations obtained above, the number of samples used was
96.04 respondents, to anticipate questionnaires that could not be used in the study (the
resulting data could not be processed), the sample in this study was determined as many
as 100 respondents. .
Data analysis method
Multiple linear regression analysis model in this study can be formulated as
follows:
Y=α+b1X1+b2X2+b3X3+e
Y : Customer satisfaction
α : Constant
: Variable Atmosphere Cafe
: Product Quality Variable
: Service Quality Variable
: Error Term
Data collection technique
The data collection technique used in this research is to use a questionnaire.
Variable Operational Definition

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The variable used in this study is the dependent variable. (Table 1)

Data analysis technique
Analysis of the data used using multiple linear regression with the following
steps:
Validity and Reliability Test
a. Validity test
b. Reliability Test
Classic assumption test
a. Normality test
b. Heteroscedasticity Test
c. Multicollinearity Test
Multiple Linear Regression
a. Correlation and Determination Coefficient
b. F Uji test
c. t test
RESULTS AND DISCUSSION
Validity and Reliability Test
To find out the value of the validity and reliability of each list of questions, each
questionnaire uses the program (SPSS 25) whose results can be known as follows:
Validity test
The validity test can be done by looking at the correlation between the scores of
each item in the questionnaire with the total score you want to measure, by using the
Pearson Correlation Coefficient in SPSS.
Reliability Test
Reliability test shows the consistency and stability of a score (measurement
score.
Classic assumption test
a. Normality test
The normality test aims to test whether the data from the regression model is
normally distributed or not. The normality test in this study was carried out using the
normal probability plot graph and the following graph : (Figure 1)

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JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Vol. 6 No. 2, 2022

Based on the image above, it can be seen that the histogram graph is not skewed
to the left or right, but the graph is in the form of a bell, so it can be concluded that the
histogram graph provides a normal distribution pattern for the Consumer Satisfaction
variable. (Figure 2)
Heteroscedasticity Test
Testing heteroscedasticity The way to detect the presence or absence of
heteroscedasticity can be done by looking at the scatterplot graph between the predicted
value of the dependent variable (ZPRED) and the residual (SRESID). (Figure 3)
Multicollinearity Test
UThe multi-linearity test aims to test whether there is a correlation between the
independent variables in the regression. Multicollinearity can also be seen (1) the
opposing tolerance value (2) the variance inflation factor (VIF). The limit of the
tolerance value is above 0.10 or the VIF value is below 10. (Table 2)
Multiple Linear Regression
This test is used to test the effect of Cafe Atmosphere, Product Quality and
Service Quality on Consumer Satisfaction at the Premium Coffee Station in
Lhoksemawe City. To see the estimation of the research model, which is processed with
the help of SPSS (Statistical Package For The Social Science) 25, the results of the
calculation of regression analysis are obtained.
Information :
X1 = Cafe atmosphere
X2 = Product Quality
X3 = Service Quality
Correlation and Determination Coefficient
The correlation coefficient (R) aims to see and know the close relationship
between the variables of Cafe Atmosphere, Product Quality and Service Quality to
Consumer Satisfaction. (Table 3)
Based on table 4.10 the correlation efficiency value (R) is 0.610 which shows
the degree of a strong relationship between X1, X2 and X3 to Y, namely 61.0%, the
coefficient (R2) is 0.372 which is the square of the coefficient and the mean correlation
is 37.2%. the dependent variable can be explained by the independent variable of 37.2%
while the rest (100-37.2% = 62.8%) is caused by other factors.
F test (simultaneously)

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Vol. 6 No. 2, 2022

The F statistical test basically shows whether all the independent variables
included in the model have an effect on the dependent variable. The test was carried out
using a significant level of 0.05 (a=5%).
T test (partially)
The t test is used to assess the relationship of how far the influence of the
independent variable and the dependent variable have an influence on each other with
the assumption that the other independent variables are constant. The test is carried out
using a significance level of 0.05 (a=5%).
CONCLUSIONS
Based on the results of research on the effect of cafe atmosphere, product quality
and service quality on customer satisfaction that have been discussed as well as
statistical calculations to test hypotheses that have been carried out with multiple linear
regression analysis and discussion of data analysis carried out, the authors draw the
following conclusions :
1. Partially, the atmosphere of the cafe has an effect on consumer satisfaction at the
Premium Coffee Station in Lhokseumawe City.
2. Partially, product quality has an effect on consumer satisfaction at Premium Coffee
Stations in Lhokseumawe City.
3. Partially Quality of Service has an effect on consumer satisfaction of Premium Coffee
Station in Lhokseumawe City.
4. Simultaneously the atmosphere of the cafe, product quality and service quality have a
significant effect on the satisfaction of the Premium Coffee Station in Lhokseumawe
City.
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TABLE AND FIGURE

Table 1.Variable Operation
No Variable Indicator Measuring Scale
1 Consumer Satisfaction (y) 1. feeling satisfied
(expectation). 2. always buy products
source: Kottler and Keller (2009: 3. will recommend to others Likert
139), 4. Interest in repurchasing
(Irwan, 2009)
2 Cafe atmosphere (x1) 1. exterior (the outside of the shop)
2. general interior (general interior)
3. store layout (store layout) Likert
4. interior (points of purchase)
(Berman and Evans, 2010)
3 Product Quality (x2) 1. a wide variety of products
2. product durability
3. product quality in accordance with the
specifications of consumers
Likert
4. Product packaging appearance
(aesthetics)
5. the best product quality compared to
other brands (Tjiptono, 2012).
4 Service Quality (x3) 1. tangibles (physical form)
2. reliability (reliability)
3. responsiveness (responsiveness)
4. guarantee (assurance) Likert
5. empathy (attention)
(Zeithaml, Berry and
Parasuraman, 2010).
Source: Processed data (2022)

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Figure 1. Normality test

Figure 2. Normal P-Plot

Figure 3. Heteroscedasticity Test

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Vol. 6 No. 2, 2022

Table 2.Multicollinearity Test

Collinearity Statistics
Model
Tolerance VIF
(constant)
ATMOSPHERE CAFE .998 1.002
PRODUCT QUALITY .996 1.004
SERVICE QUALITY .998 1.002
Source:Processed data (2022)

Table 3.Correlation and Determination Coefficient Value

Model R R Squere Adjuster R Squere
1 .610a .372 .353
Source:Processed data (2022)

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