THE INFLUENCE OF TASTE AND ATMOSPHERE ON CONSUMER SATISFACTION IN THE CORNER OF LAGI CAFE, BANGGAE TIMUR DISTRICT, MAJENE DISTRICT

Abstract

This research is a quantitative description type research which aims to find out and analyze the influence of taste and atmosphere on consumer satisfaction at the Sudut Lagi cafe, East Pride District, Majene Regency. The method used in the research is observation, questionnaires and documentation. The population and sample used in this research were 150 respondents with the data analysis method used was multiple linear regression analysis which was processed with the help of Statistical Product and Service Solutions (SPSS) Version 27 software. Based on the results of this research, it shows that the t test results that have been obtained on the variable. For the variable (X1) on the variable (Y), the calculated t value is greater than the t table with the value obtained 3,860 > 0.160 and the significance value obtained is 0.001 smaller than the value a 0.05 (0.001 < 0.05). From the values obtained, it can be concluded that variable (X1) on variable (Y) has a positive and significant influence on the corner cafe again, East Banggae District, Majene Regency. Based on the results of this research, it shows that the t test results obtained on the Atmosphere variable (X2) on the variable (Y) obtained that the calculated t value was greater than the t table with the value obtained 9,723> 0.160 and the significance value obtained was 0.001 smaller than the value a ( 0.001 < 0.05). From the values obtained, it can be concluded that the variable (X2) on the variable (Y) has a positive and significant influence on the corner cafe again, East Banggae District, Majene Regency.