Effective communication and customer involvement are also crucial in building customer loyalty

Oct 13, 2025 by wbrum.org 43 views

The Effect of Store Atmosphere, Price, and Electronic Word of Mouth on Consumer Satisfaction in Pandemic Covid-19 (Study of Consumers Now Kitchen Medan)

Exploring Customer Satisfaction in the Middle of Pandemic: The Role of Store Atmosphere, Price, and Electronic Word of Mouth

In the midst of the COVID-19 pandemic, opening a business is not an easy task. Now Kitchen, a restaurant that has just been established in Medan, must adapt to various challenges, including creating a safe and comfortable atmosphere for its customers. The importance of store atmosphere in creating a positive customer experience cannot be overstated. Now Kitchen applies the health protocol and spatial design in accordance with government regulations to ensure the safety and comfort of customers who want to enjoy eating on the spot. Not only that, now Kitchen also uses promo strategies by giving discounts on certain events to attract consumer interest and increase their satisfaction. Effective communication and customer involvement are also crucial in building customer loyalty. This is achieved through promotions on social media and official websites, which enable customers to find information and share their experience (electronic word of mouth).

The Significance of This Study

This study aims to reveal the effect of "store atmosphere" (shop atmosphere), price, and "Electronic Word of Mouth" on customer satisfaction is now kitchen. The analysis was carried out partially and simultaneously to understand the effect of each variable and the combined effect on consumer satisfaction. Understanding the factors that influence customer satisfaction is crucial in building business loyalty and growth. By identifying the key factors that affect customer satisfaction, Now Kitchen can develop a more effective strategy for increasing consumer satisfaction and driving business growth.

Methodology

This study uses quantitative methods with associative research types. The research population is all consumers now Kitchen Medan, and the samples are taken as many as 100 respondents with purposive sampling techniques. The use of quantitative methods allows for the analysis of large datasets and the identification of patterns and trends. The purposive sampling technique ensures that the sample is representative of the population and allows for the collection of data from a specific group of consumers.

Results

The results showed that "Store atmosphere" has a positive and significant influence on consumer satisfaction. This shows that customers feel comfortable and satisfied with the safe and comfortable atmosphere created now kitchen. The importance of store atmosphere in creating a positive customer experience cannot be overstated. Interestingly, the price apparently has no significant influence on customer satisfaction. This shows that the price factor is not a major consideration for customers now kitchen, which prioritizes other factors such as security and atmosphere.

"Electronic Word of Mouth", on the other hand, has a positive and significant influence on customer satisfaction. This shows that positive comments and feedback shared on social media and official websites have a strong influence in shaping perceptions and customer satisfaction. The use of electronic word of mouth as a marketing strategy can be an effective way to build customer loyalty and drive business growth.

However, the results of the study also showed that "Store atmosphere", price, and "Electronic Word of Mouth" simultaneously affect customer satisfaction. The combined effect of these variables on customer satisfaction is significant. The coefficient of determination test shows a close relationship between the variables studied, with a value of 0.752. The Adjusted R Square value of 0.551 shows that 55.1% of the customer satisfaction variable can be explained by the three variables.

Implications for Now Kitchen

This research gives some important points for now Kitchen:

*** Maintaining and increasing "Store Atmosphere": Now Kitchen needs to maintain the strategies that have been applied to create a safe and comfortable atmosphere, and continue to innovate to improve it. The importance of store atmosphere in creating a positive customer experience cannot be overstated.

*** Utilizing "Electronic Word of Mouth": Now Kitchen can improve its digital marketing strategy to optimize "Electronic Word of Mouth". Building active communication with customers on social media and official websites, responding to comments with responsiveness, and encouraging customers to share their positive experiences will have a significant impact in improving the image and customer satisfaction.

*** A more directed promotional strategy: Although the price is not a major determinant factor in customer satisfaction, now kitchen can review promotional strategies that focus on prices. Promotion focused on added value, such as special menu packages or attractive events, can be more effective in increasing interest and customer satisfaction.

Conclusion

This study provides valuable insight to now Kitchen to continue to increase consumer satisfaction in the midst of Pandemi. By understanding the factors that influence customer satisfaction, Kitchen can now develop a more effective strategy for building business loyalty and growth. The use of store atmosphere, electronic word of mouth, and a more directed promotional strategy can be an effective way to build customer loyalty and drive business growth.
Frequently Asked Questions: The Effect of Store Atmosphere, Price, and Electronic Word of Mouth on Consumer Satisfaction in Pandemic Covid-19 (Study of Consumers Now Kitchen Medan)

Q: What is the main objective of this study?

A: The main objective of this study is to reveal the effect of "store atmosphere" (shop atmosphere), price, and "Electronic Word of Mouth" on customer satisfaction is now kitchen.

Q: What is the research methodology used in this study?

A: This study uses quantitative methods with associative research types. The research population is all consumers now Kitchen Medan, and the samples are taken as many as 100 respondents with purposive sampling techniques.

Q: What are the results of this study?

A: The results showed that "Store atmosphere" has a positive and significant influence on consumer satisfaction. "Electronic Word of Mouth", on the other hand, has a positive and significant influence on customer satisfaction. However, the price apparently has no significant influence on customer satisfaction.

Q: What are the implications of this study for Now Kitchen?

A: This research gives some important points for now Kitchen:

Q: What are the limitations of this study?

A: This study has some limitations, including:

*** Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.

*** Methodology: The use of quantitative methods may not capture the full complexity of the relationships between store atmosphere, price, and electronic word of mouth and customer satisfaction.

*** Context: The study was conducted in a specific context (Now Kitchen Medan), which may limit the applicability of the findings to other contexts.

Q: What are the future research directions?

A: Future research directions may include:

*** Investigating the impact of store atmosphere on customer satisfaction in different contexts

*** Examining the role of electronic word of mouth in shaping customer perceptions and satisfaction

*** Developing a more comprehensive model of customer satisfaction that incorporates multiple factors

Q: What are the practical implications of this study?

A: The practical implications of this study are:

*** Now Kitchen can improve its store atmosphere to increase customer satisfaction

*** Now Kitchen can utilize electronic word of mouth to improve its image and customer satisfaction

*** Now Kitchen can review its promotional strategies to focus on added value and increase interest and customer satisfaction

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

*** The study provides evidence for the importance of store atmosphere in creating a positive customer experience

*** The study highlights the role of electronic word of mouth in shaping customer perceptions and satisfaction

*** The study contributes to the development of a more comprehensive model of customer satisfaction that incorporates multiple factors