THE EFFECT OF SERVICE QUALITY AND PRODUCT QUALITY ON CUSTOMER SATISFACTION MODERATED BY STORE ATMOSPHERE

Abstract

Different customer needs require different customer satisfaction and customer satisfaction focus. Therefore, you need to know what factors influence customer satisfaction based on the types of products and services offered by your company. This study aims to analyze the effect of service quality and product quality on customer satisfaction moderated by store atmosphere. This study was conducted at Sego Sambel Chakwut. This type of research uses quantitative descriptive type. The population used in this study were all Sego Sambel Chakout customers in Malang City. The sample used in this study was 100 respondents who were Sego Sambel Cak Uut Malang customers. The data used in this study are primary data. This study uses data collection techniques in the form of questionnaires. The analysis technique used uses scale span techniques and structural equation modeling. The results of the study indicate that store atmosphere moderates the effect of service quality and product quality on Sego Sambel Chakwut customer satisfaction. The direction of the positive relationship indicates that the better the quality of service and product quality, the more attractive the store atmosphere, and if reinforced by the store atmosphere, customer satisfaction will also increase.