Pengaruh Servicescape Terhadap Perilaku Konsumen di Secangkir Temu Bandung

Abstract

This study aims to determine the effect of servicescape on consumer behavior at Secangkir Temu Bandung. This research is included in the type of survey research that is research whose information is collected from respondents using a questionnaire. The population of this study was all visitors of cup of gathering. The sampling technique used random sampling of 100 respondents. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the research hypothesis is simple linear regression.The results of the study at the significance level of 5% showed that servicescape had a positive and significant effect on consumer behavior at Secangkir Temu Bandung, this was evidenced by a regression coefficient of 0.427, the t value was greater than t table (9.594> 1.984), and the significance value was 0.000 <0.05. Based on statistics, servicescape consisting of ambient conditions, spayial layout, and signs, symbols and artifacts can influence consumer behavior and have a positive and significant effect. Therefore, cafe management is expected to be able to improve the application of servicescape even better to increase the value of consumer behavior that occurs at Secangkir Temu Bandung.