ABSTRACT
The existence Retai store in Jakarta today is one of the aides of the Indonesian
economy. One type of retail store is a café. The existence café in big cities became
one trend that can not be separated from the lives of the public, especially young
people. Café that more grow makes people have many choices for their favorite
café. Focus of this study was to investigate the influence of product quality, store
atmosphere, price, location, and service quality on customer satisfaction and its
implications café consumers loyalty.
This research survey is categorized as a descriptive analysis method by taking
samples and questionnaire as the main tool. Sample of this research is that
consumers café Black House especially those who have ever coming to Café Black
House more than once and has the purpose to enjoy the food and atmosphere at
café Black House. Respondents were selected using nonprobability sampling and
convenience sampling techniques.
Results of analysis using Structural Equation Model (SEM) and the results will
be summarized as follows: 1. Product quality significantly influence consumer
Satisfaction Café Black House; 2. Store atmosphere significantly influence
consumer Satisfaction Café Black House; 3. Price significant effect on
Satisfaction Café Black House; 4. The location does not significantly influence
Satisfaction Café Black House; 5. Service Quality significant effect on consumer
Satisfaction Café Black House; Satisfastion significant effect on consumer loyalty
Café Black House.
Keywords: Product quality, Store atmosphere, Price, location, Service
Quality, Satisfastion, loyalty