Pengaruh Servicescape dan Employee Service Quality Terhadap Customer Satisfaction Pada Sakajiwa Kafe di Umbulsari

Abstract

The rapid growth of the culinary industry has intensified competition among cafés, making customer satisfaction an essential factor that must be considered by business owners. This study aims to analyze the influence of servicescape and employee service quality on customer satisfaction at Sakajiwa Kafe in Umbulsari. In this study, servicescape and employee service quality were selected as factors that are expected to influence customer satisfaction by creating a comfortable environment and delivering high-quality services. This study employed a quantitative approach with an associative research design. The population consisted of all customers of Sakajiwa Kafe in Umbulsari. The sampling technique used was accidental sampling, resulting in a total of 120 respondents. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that servicescape has a positive and significant effect on customer satisfaction. Employee service quality also has a positive and significant effect on customer satisfaction. Furthermore, both variables simultaneously have a positive and significant effect on customer satisfaction at Sakajiwa Kafe in Umbulsari. These findings indicate that a comfortable physical environment, along with friendly, prompt, and responsive employee service, contributes to higher customer satisfaction. Therefore, the management of Sakajiwa Kafe is expected to maintain and improve both servicescape and employee service quality to sustain and enhance customer satisfaction.