The Influence of Brand Image, Life Style and Store Atmosphere on Consumer Satisfaction Studies at Starbuck Citadel Square Ngaliyan Semarang

Abstract

This study is intended to analyze how the influence of lifestyle, brand image, store atmosphere on consumer satisfaction. Starbuck Coffee customers in Citadel Square is the population determined in this study. This type of research uses quantitative methods and the technique used in this study is non-probability sampling with purposive sampling. In addition, the data collection method was carried out using a questionnaire. In the questionnaire, a Likert scale was used to measure the value of items in variables. The sample used was 70 respondents. The results of the t test showed that the independent variables had a partial or independent effect on customer satisfaction. In this study it is also known that the determinant coefficient (R2) is 0.859, which means 85.9%. consumer satisfaction is influenced by lifestyle, brand image, and store atmosphere variables. While the remaining 14.1% of consumer satisfaction is explained by variables other than lifestyle, brand image, andstore atmosphere.Based on the results of this study indicate that brand image, lifestyle,store atmospherehas a positive and significant influence on consumer satisfaction .