THE INFLUENCE OF SERVICESCAPE ON CUSTOMER SATISFACTION Study on Monopoly café and resto Jl. Merbabu No. 21, Malang

Abstract

This  research aims  to examine  the  influence  of  servicescape  on  customer
satisfaction, a study on Monopoly café and resto Jl. Merbabu No 21, Malang.
The type of this research is explanatory research, in accordance with purpose to
describe the casual relationship among variables though hypothesis testing.  In this
research used 120 samples, the sample and population were the customer of Monopoly
café and resto. In this research, the data collection method is conducted through
questionnaire distribution. The sampling  technique used  purposive sampling. Testing
method in this research used Validity Test, Reability test and Classical Assumption Test.
Analysis method in this research are multiple regression analysis and hypothesis testing
used T test, F test, and dominant test with program SPSS for windows 16.0.  
The result of this research showed that by partially analysis used T test can be
concluded that Ambient Conditons, Space and Funtionally, Signs, Symbols, and Artifacts
has significant effect on Customer Satisfaction. Further, the simultaneous analysis used F
test can be concluded that variables Ambient Conditons, Space and Funtionally, Signs,
Symbols, and Artifacts  together have significant effect on Customer Satisfaction. The
dominant test showed that Space and Functionally is the dominant effect on Customer
Satisfaction. The new fact in this research showed that respondent agreed  enough of
Ambient Conditions, Space and Functionally, Signs, Symbols and Artifact on Monopoly
cafe and resto  is good enough and  influence customer to be satisfied to Monopoly cafe
and resto

Key Words:  Servicescape, Ambient Conditions, Space and Functionally, Signs,
Symbols, Artifacts, Customer Satisfaction