The Influence of Interior Design and Comfort on Customer Satisfaction at Casuground Coffee Shop, Medan

Abstract

This study aims to examine the influence of Interior Design and Comfort on Customer Satisfaction at Casuground Coffee Shop Medan, as well as to determine the variable that has the most dominant influence on Customer Satisfaction.

                The research was conducted at Casuground Coffee Shop Medan with a total sample of 98 respondents. The sampling technique used was purposive sampling. This study employed a quantitative method with multiple linear regression analysis to determine the magnitude of the influence of the independent variables on the dependent variable, analyzed using the Statistical Package for the Social Sciences (SPSS) version 26.

                Based on the F-test results, the calculated F-value was (792.700) with a significance value of (0.000). These results indicate that Interior Design and Comfort simultaneously have a positive and significant effect on Customer Satisfaction at Casuground Coffee Shop Medan. Furthermore, the t-test results show that Interior Design has a calculated t-value of (7.919) with a significance value of (0.000), while Comfort has a calculated t-value of (6.720) with a significance value of (0.000). Therefore, both variables partially have a positive and significant effect on Customer Satisfaction. Based on the regression analysis results, Interior Design has a more dominant influence on Customer Satisfaction. The coefficient of determination (R Square) of (0.943) indicates that Interior Design and Comfort are able to explain (94.3%) of the variation in Customer Satisfaction, while the remaining (5.7%) is explained by other factors outside this study.