PENGARUH STORE ATMOSPHERE, SERVICE QUALITY DAN KOREAN WAVE TERHADAP CUSTOMER SATISFACTION DI HARU BOOK CAFÉ PONOROGO

This study aims to analyze the influence of store atmosphere, service quality, and the Korean Wave on customer satisfaction at Haru Book Café Ponorogo. The study is motivated by increasingly intense competition in the café business and the importance of fostering customer satisfaction through a comfortable atmosphere, high-quality service, and a unique concept that appeals to consumers. Haru Book Café combines a literacy-focused space with a Korean cultural theme, making it an interesting subject for examining factors that shape customer satisfaction.
This study employs a quantitative approach using a survey method, with questionnaires distributed to customers of Haru Book Café Ponorogo. The independent variables are store atmosphere (X1), service quality (X2), and the Korean Wave (X3), while the dependent variable is customer satisfaction (Y). The data were analyzed using validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The study involved 96 customers of Haru Book Café Ponorogo as respondents.
The results indicate that store atmosphere has a positive and significant effect on customer satisfaction. This suggests that the café's atmosphere—encompassing interior design, lighting, music, and aroma—enhances customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction, demonstrating that friendly, fast, responsive, and professional service creates a positive customer experience. Meanwhile, the Korean Wave has a positive but insignificant effect on customer satisfaction; this implies that while the Korean cultural concept attracts customers, it is not the primary factor determining their satisfaction.
Simultaneously, store atmosphere, service quality, and the Korean Wave have a significant effect on customer satisfaction. The coefficient of determination (R²) value of 0.413 indicates that 41.3% of the variation in customer satisfaction can be explained by these three variables, while the remaining 58.7% is influenced by factors outside the scope of this study. The findings of this study are expected to serve as a basis for consideration by the management of Haru Book Café in enhancing customer satisfaction through the management of the café's atmosphere, improvements in service quality, and the development of a more innovative "Korean Wave" concept.

Keywords: Store Atmosphere, Service Quality, Korean Wave, Customer Satisfaction