Pengaruh Cafe Atmosphere, Variasi Produk, dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Kopi Sakiyo Kebumen

The purpose of this research is to find out the influence of cafe atmosphere, product variety, and service quality on consumer satisfaction in Sakiyo Kebumen Coffee. The population in this study is the people of Kebumen Regency who have bought at Sakiyo Kebumen Coffee with a sample of 100 respondents. Variables used in this study include cafe atmosphere, product variety, and service quality as independent variables or free variables and consumer satisfaction as dependent variables or bound variables. The data used in this study is primary data, obtained from the results of respondents' answers collected with the help of questionnaires through google forms. Data analysis using validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis test, and determination coefficient test. Data processing tools using SPSS for windows 25. The results of this study show that all variables are valid and reliable, the model fulfils the assumption of normality, there is no multicoliniarity, and there is no heteroskedasticity between the cafe atmosphere, product variety, and service quality have a positive and significant effect on consumer satisfaction of Kopi Sakiyo Kebumen.
Keywords: cafe atmosphere, product variety, service quality, customer satisfaction