The Effects of Store Atmosphere and Brand Image on Customer Satisfaction

The growth number of Cafe in Bandung increases every year. Based on data from Tourism and Culture Unit, the number of restaurant and cafe in Bandung is about 3000. Because of the tight competition in this culinary sector, therefore each cafe and restaurant must have their own uniqueness and characteristics to attract customers, which one of way is by creating an interesting store atmosphere and increasing brand image to influence purchase decision and customer satisfaction. This study aimed to measure Store Atmosphere and Brand Image to Purchase Decision with Purchase Decision as the intervening variable. The method used to analyze data were Descriptive Analysis and Path Analysis. The result of study showed that the influence of Store Atmosphere to Purchase Decisions is 9.1%, meanwhile for Brand Image on purchase decisions is 58.1%. There was significant influence from Store Atmosphere and Brand Image to Purchase Decision, which was 37.6%. The influence of Purchase Decision to Customer Satisfaction was 64.7%. The conclusion is the value of predictor coefficient X-1,X-2,X-3 was significant and there were significant influence of Store Atmosphere, Brand Image, Purchase Decision on Customer Satisfaction simultaneously shown by R square of 50.2%. Meanwhile, the remaining 49.8% was influenced by other factors.