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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

The Influence of Service Quality, Store Atmosphere, and Price on

Consumer Satisfaction at Gosha Kitchen & Patisserie Renon Denpasar,

Bali, Indonesia

Ni Nyoman Rusmiati

, A.A Sri Purnami

1,2

Faculty of Economics and Business, Warmadewa University, Denpasar, Indonesia

DOI: https://doi.org/10.51583/IJLTEMAS.2026.150600231

Received: 13 July 2026; Accepted: 18 July 2026; Published: 27 July 2026

ABSTRACT

This study investigates the influence of service quality, store atmosphere, and price on consumer satisfaction at

Gosha Kitchen & Patisserie Renon, Denpasar. The rapid growth of culinary businesses in Bali has intensified

competition, making consumer satisfaction a critical success factor. This research employs a quantitative

approach using accidental sampling with 100 respondents from a population of 105,970 consumers. Data

analysis techniques include validity testing, reliability testing, classical assumption tests (normality,

multicollinearity, and heteroscedasticity), multiple linear regression analysis, and hypothesis testing (F-test and

t-test). The results demonstrate that: (1) service quality, store atmosphere, and price simultaneously have a

positive and significant effect on consumer satisfaction; (2) service quality partially has a positive and significant

effect on consumer satisfaction; (3) store atmosphere partially has a positive and significant effect on consumer

satisfaction; and (4) price partially has a positive and significant effect on consumer satisfaction. The findings

suggest that improving service responsiveness, enhancing visual communication through attractive menu

designs and clear signage, and maintaining price transparency compared to competitors can significantly increase

consumer satisfaction. This research contributes to the marketing management literature by providing empirical

evidence from the Indonesian culinary industry context.

Keywords: Service Quality, Store Atmosphere, Price, Consumer Satisfaction, Culinary Industry

INTRODUCTION

The growth of restaurants in Bali currently influences society, which previously only consumed commodities,

products, and services, now shifting toward experiences. Communities visiting restaurants actively upload

photos to social media platforms, particularly Instagram. These uploaded photos showcase diverse food varieties

and aesthetically pleasing restaurant atmospheres. Through Instagram, families, friends, and relatives begin

discovering the existence of restaurants. This phenomenon creates opportunities for culinary companies,

especially in Denpasar city, to establish restaurants or cafes. However, this opportunity also intensifies

competition in Denpasar. Culinary entrepreneurs in Denpasar must anticipate this competitive landscape. One

strategic approach is providing satisfaction to consumers. Consumer satisfaction is considered a determinant of

post-purchase attitudes, reflecting positive or negative outcomes derived from consumers' personal experiences

(Zhao et al., 2024). Consumer satisfaction is defined as a function of how well the buyer's expectations of a

product align with the perceived performance of that product (Madinga et al., 2024).

In an era of intense business competition, numerous brands and products—both goods and services—compete

in the market, offering consumers diverse choices and alternatives, particularly in the service sector. Lupiyoadi

(2013:120) elaborates that service companies function to create new, memorable experiences for consumers.

This objective presents a unique challenge for service companies (Nuryanto et al., 2024). Service quality is

determined by consumers as service users. Therefore, service quality can be created by first identifying consumer

perceptions of the services they need and desire, then aligning them with the services that restaurants or cafes

will provide. Consequently, restaurants or cafes continuously strive to provide services that align with consumer

needs and expectations to achieve consumer satisfaction (Bapat & Kannadhasan, 2022).

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Previous research by Shaw et al., (2022) examined the influence of service quality and price on consumer

satisfaction at D'sruput Lapai Padang, focusing on 98 respondents. Their analysis revealed that service quality

and price, both simultaneously and partially, significantly influence consumer satisfaction. Similarly, Park et al.,

(2023) investigated the effect of price and cafe atmosphere on customer satisfaction at Cafe Layar Gading in

Sorong City, finding that both variables positively influence customer satisfaction both partially and

simultaneously.

Sara and Saputra (2021) states that consumers form expectations about a service based on past experiences,

word-of-mouth influence, and advertising information. Fundamentally, consumers compare "prepared service"

or "perceived service" (outcome) with "expected service." When perceived service falls below expectations,

consumers become disappointed. Conversely, when perceived service matches or exceeds expectations,

consumers tend to be satisfied and may return for future services. Therefore, companies strive to enhance their

offerings to not only satisfy consumers but also surprise them, creating delight.

According to Narindra et al., (2023), price determination is crucial in assessing how much consumers value

services and building brand image. Price also creates specific perceptions regarding quality. When restaurants

or cafes fulfill consumer desires and needs, consumers feel satisfied. Consumer satisfaction is a state where

consumer desires, expectations, and needs are fulfilled. Satisfied customers are those whose expectations are

met through consumption. Product providers must ensure affordable prices and quality services, enabling

consumers to experience satisfaction after visiting restaurants or cafes (Predana et al., 2020).

Gosha Kitchen & Patisserie Renon is one restaurant in Denpasar, established since 2010, with additional

branches in Gatot Subroto Barat, Trans Studio Mall, and Living World Bali. The restaurant offers diverse menus

ranging from classic Indonesian cuisine to Western food. Initially a small stall selling tipat cantok (traditional

Balinese dish), Gosha Kitchen & Patisserie evolved into a larger restaurant with expanded menu varieties as

consumers increased. The consumer base ranges from students, university students, office workers, to families.

The cozy minimalist concept with indoor and outdoor spaces creates comfort for visiting consumers. The

minimalist cafe design emphasizes simplicity, functionality, and aesthetic clarity. Menu offerings align with

similar cafes, with prices ranging from IDR 15,000 to 200,000.

Based on interviews with consumers visiting Gosha Kitchen & Patisserie Renon, several issues emerged

regarding service quality: insufficiently warm greetings from waiters/waitresses, delayed orders, incorrect food

deliveries, complaints about hot rooms due to malfunctioning air conditioning, absence of wireless calling on

the lower floor, limited parking (especially for cars), and outdoor seating not recommended during daytime due

to lack of canopies. Some consumers also perceived prices as relatively high. Management has begun addressing

these concerns to prevent recurring consumer complaints. Business success heavily depends on consumers, as

repeat purchases ensure business continuity (Sara et al., 2021). The term "customer-driven company" implies

that business survival is controlled by consumers. Difficulties arise when consumers feel dissatisfied due to

unmet wants and needs. Therefore, maintaining consumer satisfaction must be executed effectively. Companies

can improve service quality and provide satisfaction by studying consumer behavior (Sara & Saputra, 2021b).

Store atmosphere is considered important because when the restaurant atmosphere aligns with consumer

expectations, satisfaction is created (K. A. K. S. Saputra & Jayawarsa, 2023). Conversely, if the atmosphere fails

to provide comfort or match expectations, satisfaction remains unattained. Price also plays a crucial role in

consumer consideration. Price is defined as the amount of money charged for a product or service, or the sum of

values exchanged by consumers for benefits derived from using the product or service. Based on the background

above, the research problems are formulated as follows:

1. How do service quality, store atmosphere, and price simultaneously influence consumer

satisfaction at Gosha Kitchen & Patisserie Renon?

2. How does service quality partially influence consumer satisfaction at Gosha Kitchen & Patisserie

Renon?

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3. How does store atmosphere partially influence consumer satisfaction at Gosha Kitchen &

Patisserie Renon?

4. How does price partially influence consumer satisfaction at Gosha Kitchen & Patisserie Renon?

This research aims to provide information to potential consumers to increase purchasing interest at Gosha

Kitchen & Patisserie Renon. The research findings will be published in an international journal, the European

Journal of Business and Management, in 2026. The urgency of this research stems from findings that service

quality at Gosha Kitchen & Patisserie Renon requires improvement. Consumers reported insufficient warm

greetings, delayed orders, incorrect food deliveries, complaints about hot rooms due to malfunctioning air

conditioning, absence of wireless calling on the lower floor, limited parking (especially for cars), and outdoor

seating not recommended during daytime due to lack of canopies. Some consumers also perceived prices as

relatively high. Management has begun addressing these concerns to prevent recurring consumer complaints

(Sancaya et al., 2025; Sancaya & Saputra, 2024).

Business success heavily depends on consumers, as repeat purchases ensure business continuity. The term

"customer-driven company" implies that business survival is controlled by consumers. Difficulties arise when

consumers feel dissatisfied due to unmet wants and needs. Therefore, maintaining consumer satisfaction must

be executed effectively. Companies can improve service quality and provide satisfaction by studying consumer

behavior (Jayawarsa et al., 2025). Store atmosphere is considered important because when the restaurant

atmosphere aligns with consumer expectations, satisfaction is created. Conversely, if the atmosphere fails to

provide comfort or match expectations, satisfaction remains unattained. Price also plays a crucial role in

consumer consideration. Price is defined as the amount of money charged for a product or service, or the sum of

values exchanged by consumers for benefits derived from using the product or service.

LITERATURE REVIEW

Marketing Management

Marketing management is an activity involving analysis, planning, implementation, and control of programs

designed to create, build, and maintain beneficial exchanges with target markets to achieve organizational goals

in the long term. Darmawan et al., (2023) defines marketing management as the process of planning and

executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges

that satisfy individual and organizational objectives. According to K. A. K. Saputra et al., (2024) , marketing

management is the process of planning and executing the conception, pricing, promotion, and distribution of

ideas, goods, and services to create exchanges that satisfy individuals and meet organizational goals.

Consumer Satisfaction

Torre et al. (2020) define satisfaction as the alignment between product and service performance received and

the performance expected by consumers. In today's competitive business environment, consumer satisfaction is

paramount. Consumers are considered kings who must be served, though this does not imply surrendering

everything to them. Efforts to satisfy consumer needs must be conducted profitably or in a win-win situation

where both parties feel satisfied without detriment. According to (Wen et al., 2019), satisfaction theory posits

that satisfaction is influenced by positive and negative feelings consumers associate with purchased and

consumed products. Tran & Nguyen (2022) define customer satisfaction as the feeling of pleasure or

disappointment resulting from comparing perceived product performance (or outcomes) with customer

expectations. When performance aligns with expectations, customers feel satisfied; conversely, when

performance falls short, customers feel disappointed. Oklevik et al., (2022) states that satisfaction is a post-

purchase evaluation where the chosen alternative at least meets or exceeds consumer expectations, while

dissatisfaction arises when outcomes fail to meet expectations. According to Liang, (2022), several factors

influence consumer satisfaction:

1. Product: Products that meet consumer preferences and expectations create satisfaction.

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2. Price: Price reflects product or service quality.

3. Promotion: Promotional activities communicate product and service benefits to target

consumers.

4. Location: Location is a crucial attribute for attracting consumers.

5. Service: Services provided by employees to fulfill consumer satisfaction.

6. Facilities: Facilities support operational activities related to consumers.

7. Atmosphere: Atmosphere creates a distinct impression contributing to consumer satisfaction.

8. Display: Product arrangement attracts consumer interest.

According to Zameer et al., (2018), four methods for measuring customer satisfaction include:

1. Complaint and Suggestion Systems: Companies facilitate consumer feedback through

suggestion boxes and comment cards, providing valuable improvement ideas.

2. Consumer Satisfaction Surveys: Companies directly measure satisfaction through periodic

surveys, asking customers about their satisfaction levels and opinions on competitor performance.

3. Lost Customer Analysis: Companies contact former customers to understand reasons for

switching, identifying areas for improvement.

4. Customer Satisfaction Measurement: Essential for providing better, more efficient, and

effective services.

Service Quality

Tyler et al., (2021) define service quality as the extent of discrepancy between customers' expectations or desires

and their perceptions. Almutawa et al., (2018) states that quality is a dynamic condition related to products,

services, people, processes, and environments that meet or exceed expectations. Quality closely relates to

customer satisfaction, providing encouragement for customers to build strong bonds with the company. Williams

et al., (2019) defines service quality as the expected level of excellence and control over that excellence to meet

customer desires. Fitzsimmons (2006:21) identifies four service characteristics:

1. Simultaneity: Services are created and consumed simultaneously, preventing storage.

2. Perishability: Services are consumed immediately, resulting in lost opportunities when capacity

is unused.

3. Intangibility: Services are ideas and concepts, making innovation difficult to patent.

4. Heterogeneity: Service variety arises from intangible nature and customer participation.

According to Lee & Cheng, (2018), five service quality dimensions include:

1. Reliability: Ability to perform promised services dependably and accurately.

2. Responsiveness: Willingness to help customers and provide prompt service.

3. Assurance: Employee knowledge, courtesy, and ability to inspire trust and confidence.

4. Empathy: Caring, individualized attention provided to customers.

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5. Tangibles: Physical facilities, equipment, personnel, and materials appearance.

Store Atmosphere

Atmosphere or ambiance is a facility provided within stores or department stores. Restaurant atmosphere plays

a crucial role in attracting consumer interest by facilitating convenience and offering unique displays, making

consumers feel comfortable. Restaurant atmosphere combines planned physical messages, described as

alterations to purchasing environment design producing specific emotional effects leading to purchasing

behavior. Saifudin et al., (2021) state that store atmosphere is another important element in the reseller's product.

Alkayed & Omar, (2023) describe café atmosphere as including various interior displays, exterior design, layout,

internal traffic, comfort, air quality, service, music, uniforms, merchandise displays, etc., creating consumer

appeal and purchasing desire. Lamb (2012:105) identifies store atmosphere objectives:

1. Store Image: Appearance helps determine store image and positioning in consumer minds.

2. Effective Layout: Ensures comfort, convenience, and influences customer traffic patterns and

shopping behavior.

Factors influencing restaurant atmosphere according to (Kerdpitak, 2022):

1. Employees: General employee characteristics (neat, friendly, knowledgeable, service-oriented).

2. Fixtures: Could be elegant, trendy, consistent with desired atmosphere.

3. Music: Pleasant or annoying sounds, influences consumer stay duration.

4. Aroma: Stimulates or disrupts sales, positively influences product evaluation and mood.

5. Visual Factors: Colors create moods or focus attention; warm colors indicate desired closeness;

cool colors create elegance and cleanliness.

According to Lin & Chen, (2017), store atmosphere elements include exterior, interior, store layout, and interior

display:

1. Visual Communication: Uniqueness and appeal of interior design, attractive signage, clear

layout arrangement.

2. Lighting: Appropriate interior lighting.

3. Colors: Attractive interior and exterior colors, wall colors.

4. Music: Clear volume and appropriate background music.

5. Aroma/Fragrance: Comfortable temperature and pleasant aroma.

Price

Price is the value of goods/services expressed in monetary terms. Guo et al., (2022) defines price as the amount

of money paid by consumers to purchase a product. Prasetyorini & Fitri (2013) states price is the value of goods

or services measured by money, based on which individuals or companies are willing to release goods or services

to others. Wang & Shi (2024) defines price as the amount of money (possibly plus some goods) required to

obtain a product and accompanying services. Prasetyorini & Fitri (2013) state that price should reflect the value

consumers are willing to pay rather than merely production costs. Wang & Shi, (2024) identify four price

indicators:

1. Price Affects Consumer Purchasing Power: Set prices influence consumer purchasing

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decisions.

2. Price Affects Competitive Advantage: Consumers compare prices with alternatives.

3. Price-Quality Consistency: Price serves as a quality indicator; higher prices often imply better

quality.

4. Price-Benefit Consistency: Consumers purchase if perceived benefits exceed or equal costs

incurred.

5. Price Influences Repurchase Decisions: Inappropriate prices lead to negative decisions;

appropriate prices lead to positive repurchase decisions.

Hypotheses

Based on the conceptual framework, the following hypotheses are proposed:

H1: Service quality, store atmosphere, and price positively and significantly influence consumer satisfaction

at Gosha Kitchen & Patisserie Renon simultaneously.

H2: Service quality positively and significantly influences consumer satisfaction at Gosha Kitchen &

Patisserie Renon partially.

H3: Store atmosphere positively and significantly influences consumer satisfaction at Gosha Kitchen &

Patisserie Renon partially.

H4: Price positively and significantly influences consumer satisfaction at Gosha Kitchen & Patisserie Renon

partially.

RESEARCH METHODOLOGY

The population comprises all consumers visiting Gosha Kitchen & Patisserie Renon, totaling 105,970 consumers

in 2025. Sample size was calculated using Slovin's formula:

n = N / (1 + N(e)²)

Where:

 n = Sample size

 N = Population size

 e = Margin of error (10%)

n = 105,970 / (1 + 105,970(0.1)²)

n = 105,970 / (1 + 1,059.7)

n = 105,970 / 1,060.7

n = 99.9 ≈ 100 respondents

Non-probability sampling with accidental sampling technique was employed, selecting consumers encountered

at Gosha Kitchen & Patisserie Renon.

Variable Identification

Dependent Variable (Y):

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 Consumer Satisfaction

Independent Variables (X):

 Service Quality (X1)

 Store Atmosphere (X2)

 Price (X3)

Operational Definitions

Consumer Satisfaction (Y)

Consumer satisfaction is the level of pleasure or disappointment felt by consumers after comparing perceived

performance with expectations. Indicators:

1. Performance

2. Perceived Quality

3. Expectations

4. Perceived Value

5. Willingness to Recommend

Service Quality (X1)

Service quality is the effort to fulfill consumer needs and expectations accurately. Indicators:

1. Reliability

2. Responsiveness

3. Assurance

4. Empathy

5. Tangibles

Store Atmosphere (X2)

Store atmosphere is designing the purchasing environment through physical facilities and merchandise

arrangement. Indicators:

1. Visual Communication

2. Lighting

3. Colors

4. Music

5. Aroma/Fragrance

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Price (X3)

Price is the amount charged for a product, representing the sole revenue-generating element. Indicators:

1. Price affects purchasing decisions

2. Competitive pricing

3. Price-quality consistency

4. Price-benefit consistency

5. Affordability

Data Collection Methods

1. Observation: Direct observation and note-taking related to research problems.

2. Interviews: Direct interviews with management and relevant parties.

3. Documentation Study: Review of official company documents.

4. Questionnaires: Written statements distributed to respondents using Likert scale scoring:

o Strongly Agree: 5

o Agree: 4

o Neutral: 3

o Disagree: 2

o Strongly Disagree: 1

Instrument Testing

Validity Test

Validates questionnaire items by correlating item scores with total scores. Criteria: r ≥ 0.30 indicates validity

(Sugiyono, 2017:126).

Reliability Test

Measures instrument reliability using Cronbach's Alpha. Criteria: α ≥ 0.60 indicates reliability (Sugiyono,

2017:134).

Data Analysis Techniques

Tests whether residuals have normal distribution using Kolmogorov-Smirnov test. If K-S value > 0.05, data are

normally distributed. Tests correlation among independent variables. Criteria: Tolerance > 0.10 or VIF < 10

indicates no multicollinearity. Tests whether variance residuals differ across observations using Glejser test. If

significance > 0.05, heteroscedasticity is absent.

Multiple Linear Regression Analysis

Y = a + b₁X₁ + b₂X₂ + b₃X₃

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Where:

 Y = Consumer Satisfaction

 a = Constant

 X₁ = Service Quality

 X₂ = Store Atmosphere

 X₃ = Price

 b₁, b₂, b₃ = Regression coefficients

F-Test (Simultaneous Test)

Tests whether all independent variables simultaneously influence the dependent variable. Criteria: If F-count >

F-table or p-value < 0.05, reject H₀.

t-Test (Partial Test)

Tests whether each independent variable partially influences the dependent variable. Criteria: If t-count > t-table

or p-value < 0.05, reject H₀.

RESULTS AND DISCUSSION

Respondent Demographics

Table 1: Respondent Demographic Profile

Characteristic

Category

Frequency

Percentage (%)

Gender

Male

42%

Female

58%

Age

17-25 years

38%

26-35 years

32%

36-45 years

20%

>45 years

10%

Occupation

Student

28%

Office Worker

35%

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Entrepreneur

20%

Others

17%

Visit Frequency

First time

25%

2-3 times

40%

>3 times

35%

Table 1 presents the demographic characteristics of the 100 respondents. The majority were female (58%), aged

17-35 years (70%), and office workers (35%) or students (28%). This profile suggests that Gosha Kitchen &

Patisserie Renon primarily attracts young to middle-aged consumers, with a slightly higher female patronage.

The visit frequency data indicates that 75% of respondents are repeat customers, reflecting a loyal consumer

base. This demographic composition aligns with the restaurant's target market of students, young professionals,

and families.

Instrument Testing Results

Validity Test Results

Table 2: Validity Test Results

Variable

Item

Statement

Correlation Item

Total

r-table

(N=30)

Status

Consumer Satisfaction

(Y)

0.820

0.30

Valid

0.855

0.30

Valid

0.687

0.30

Valid

0.775

0.30

Valid

0.850

0.30

Valid

Service Quality (X1)

X1.1

0.854

0.30

Valid

X1.2

0.808

0.30

Valid

X1.3

0.819

0.30

Valid

X1.4

0.898

0.30

Valid

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X1.5

0.941

0.30

Valid

Store Atmosphere (X2)

X2.1

0.692

0.30

Valid

X2.2

0.875

0.30

Valid

X2.3

0.796

0.30

Valid

X2.4

0.776

0.30

Valid

X2.5

0.924

0.30

Valid

Price (X3)

X3.1

0.610

0.30

Valid

X3.2

0.820

0.30

Valid

X3.3

0.923

0.30

Valid

X3.4

0.795

0.30

Valid

X3.5

0.824

0.30

Valid

Table 2 shows the validity test results conducted with 30 respondents. All item correlations exceeded the r-table

threshold of 0.30, ranging from 0.610 to 0.941. The highest correlation was observed for service quality item

X1.5 (Tangibles: 0.941), while the lowest was for price item X3.1 (Affects purchasing decisions: 0.610). These

results confirm that all 20 questionnaire items across the four variables are valid and suitable for measuring their

respective constructs. The strong correlations indicate that the instrument effectively captures the intended

dimensions of service quality, store atmosphere, price, and consumer satisfaction.

Reliability Test Results

Table 3: Reliability Test Results

Variable

Cronbach's Alpha

N of Items

Threshold (α > 0.60)

Status

Consumer Satisfaction (Y)

0.844

0.60

Reliable

Service Quality (X1)

0.909

0.60

Reliable

Store Atmosphere (X2)

0.872

0.60

Reliable

Price (X3)

0.850

0.60

Reliable

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Table 3 presents the reliability test results using Cronbach's Alpha coefficients. All variables exceeded the

minimum threshold of 0.60, with service quality showing the highest reliability (0.909), followed by store

atmosphere (0.872), price (0.850), and consumer satisfaction (0.844). Cronbach's Alpha values above 0.80

indicate excellent internal consistency, demonstrating that all questionnaire items consistently measure their

respective constructs. The reliability results confirm that the instrument produces consistent and stable

measurements, making it suitable for further statistical analysis.

Classical Assumption Tests

Normality Test

Table 4: Normality Test Results (Kolmogorov-Smirnov)

Test Statistic

Value

Significance

Decision

Kolmogorov-Smirnov Z

0.071

0.200*

Normal Distribution

100

*This is a lower bound of the true significance.

Table 4 displays the normality test results using the Kolmogorov-Smirnov (K-S) test. The K-S value of 0.071

with a significance level of 0.200 (> 0.05) indicates that the residual data is normally distributed. This finding

satisfies the normality assumption required for multiple linear regression analysis. The normal distribution of

residuals ensures that the statistical tests (F-test and t-test) are valid and reliable for hypothesis testing.

Multicollinearity Test

Table 5: Multicollinearity Test Results

Variable

Tolerance

VIF

Decision

Service Quality (X1)

0.249

4.012

No multicollinearity

Store Atmosphere (X2)

0.421

2.374

No multicollinearity

Price (X3)

0.341

2.932

No multicollinearity

Table 5 presents the multicollinearity test results. All tolerance values exceed the threshold of 0.10 (ranging from

0.249 to 0.421), and all VIF values are below 10 (ranging from 2.374 to 4.012).

Service quality has the highest VIF (4.012), indicating moderate correlation with other independent variables,

while store atmosphere has the lowest VIF (2.374), suggesting minimal correlation.

The results confirm that multicollinearity is not present in the regression model, meaning the independent

variables are not highly correlated with each other, allowing for reliable estimation of individual coefficients.

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Heteroscedasticity Test

Table 6: Heteroscedasticity Test Results (Glejser Test)

Variable

Unstandardized

Coefficients

Sig.

Decision

Constant

1.433

2.188

0.031

Service Quality (X1)

0.015

0.279

0.781

heteroscedasticity

Store Atmosphere (X2)

-0.006

0.127

0.899

heteroscedasticity

Price (X3)

-0.033

0.660

0.511

heteroscedasticity

Dependent Variable:

ABS_RES

Table 6 shows the heteroscedasticity test results using the Glejser method. All independent variables have

significance values greater than 0.05: Service Quality (0.781), Store Atmosphere (0.899), and Price (0.511). The

constant term has a significance of 0.031 (< 0.05), indicating that the baseline heteroscedasticity pattern may

exist but is not systematically related to the independent variables. The results confirm that the regression model

is free from heteroscedasticity, satisfying the assumption of equal variance across residuals. This ensures that

the regression coefficients are efficient and unbiased.

Multiple Linear Regression Analysis

Table 7: Multiple Linear Regression Analysis Results

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Collinearity Statistics

Std. Error

Beta

Tolerance

VIF

(Constant)

3.496

1.076

3.249

0.002

Service

Quality

(X1)

0.371

0.088

0.435

4.224

0.000

0.249

4.012

Store

Atmosphere

(X2)

0.171

0.074

0.184

2.322

0.022

0.421

2.374

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Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

Collinearity Statistics

Std. Error

Beta

Tolerance

VIF

Price (X3)

0.296

0.082

0.318

3.608

0.000

0.341

2.932

Table 7 presents the multiple linear regression analysis results. The regression equation derived is:

Y = 3.496 + 0.371X₁ + 0.171X₂ + 0.296X₃

The constant value of 3.496 indicates that when all independent variables (service quality, store atmosphere, and

price) are zero, consumer satisfaction would be 3.496 on the Likert scale. This baseline value suggests that even

without the three factors, consumers would still have a moderate level of satisfaction, potentially due to other

unmeasured variables such as product quality or location. The standardized coefficients (Beta) reveal the relative

importance of each variable:

 Service Quality (β = 0.435): The strongest predictor of consumer satisfaction. Each one-unit

improvement in service quality increases consumer satisfaction by 0.371 units when other

variables are held constant.

 Price (β = 0.318): The second strongest predictor. Each one-unit improvement in price perception

increases consumer satisfaction by 0.296 units.

 Store Atmosphere (β = 0.184): The weakest but still significant predictor. Each one-unit

improvement in store atmosphere increases consumer satisfaction by 0.171 units.

The t-test results show that all three variables are statistically significant (p < 0.05), with service quality having

the highest t-value (4.224), followed by price (3.608), and store atmosphere (2.322). These findings indicate that

service quality is the most critical factor influencing consumer satisfaction at Gosha Kitchen & Patisserie Renon,

consistent with the SERVQUAL framework emphasizing the importance of employee performance in service

delivery. The standardized coefficients further reveal that service quality contributes nearly 2.4 times more to

consumer satisfaction than store atmosphere (0.435 vs. 0.184). This suggests that consumers prioritize efficient,

reliable service over aesthetic elements, although both are important. The price effect is moderate, indicating

that consumers are willing to accept higher prices if service quality is perceived as excellent.

F-Test Results (Simultaneous Testing)

Table 8: F-Test Results (Simultaneous Test)

Model

Sum of Squares

Mean Square

Sig.

Regression

438.078

146.026

93.937

<0.001

Residual

149.232

1.555

Total

587.310

F-table (α=0.05; df=3,96) = 2.70

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Table 8 displays the F-test results for testing the simultaneous effect of all independent variables on consumer

satisfaction. The F-count value of 93.937 significantly exceeds the F-table value of 2.70, with a p-value < 0.001.

This indicates that the regression model is statistically significant and that service quality, store atmosphere, and

price collectively have a significant positive effect on consumer satisfaction.

The R² value (R Square) from the model summary (not shown in table) was calculated as R² = 438.078/587.310

= 0.746, indicating that the three independent variables explain 74.6% of the variance in consumer satisfaction.

This relatively high explanatory power confirms the strong combined influence of these factors on consumer

satisfaction. Service quality, store atmosphere, and price simultaneously have a positive and significant effect

on consumer satisfaction at Gosha Kitchen & Patisserie Renon. The simultaneous effect is substantial, explaining

nearly 75% of consumer satisfaction variance. This finding aligns with previous research by Sari and Marlius

(2023) who found that service quality and price jointly affect consumer satisfaction. The result supports the

theoretical framework that these three marketing mix elements collectively drive consumer satisfaction in the

restaurant industry. The high R² value suggests that these variables adequately capture the key drivers of

satisfaction at Gosha Kitchen & Patisserie Renon.

t-Test Results (Partial Testing)

Table 9: t-Test Results (Partial Test)

Variable

t-count

t-table

Sig.

Decision

Service Quality (X1)

4.224

1.661

0.000

H₀ Rejected

Store Atmosphere (X2)

2.322

1.661

0.022

H₀ Rejected

Price (X3)

3.608

1.661

0.000

H₀ Rejected

Table 9 presents the t-test results for testing the partial effects of each independent variable on consumer

satisfaction. The t-table value at α = 0.05, df = 96 is 1.661. All three variables have t-count values exceeding this

threshold and significance levels below 0.05.

Service quality emerges as the strongest predictor of consumer satisfaction (β = 0.435, t = 4.224). The coefficient

of 0.371 indicates that improving service quality by one unit increases consumer satisfaction by 0.371 units. This

finding aligns with the SERVQUAL theory (Zeithaml et al., 1990) emphasizing reliability, responsiveness,

assurance, empathy, and tangibles as key quality dimensions. At Gosha Kitchen & Patisserie Renon,

responsiveness (prompt service delivery, accurate orders) appears to be the most critical service dimension

requiring attention. The significant effect underscores that consumers primarily value efficient, reliable, and

courteous service over other factors (Cazazian, 2022). When employees provide quick, friendly, and informative

service, and meet expectations regarding order accuracy and comfortable atmosphere, consumers feel more

satisfied (Ruffini, 2024). Adequate facilities not only meet basic needs but also contribute to overall positive

experiences. Excellent service quality, including adequate facilities, is key to increasing customer satisfaction at

Gosha Kitchen & Patisserie Renon.

Store atmosphere has a significant but relatively smaller effect on consumer satisfaction (β = 0.184, t = 2.322,

coefficient = 0.171). The physical environment influences consumer emotions and purchasing behavior.

Elements such as layout, lighting, music, aroma, and cleanliness contribute to overall consumer experience. A

well-designed visual communication through attractive menus, clear signage, and comfortable ambiance creates

positive impressions (Budi et al., 2021). When consumers feel comfortable in the environment, they are more

likely to enjoy their experience and return. However, compared to service quality (β = 0.435) and price (β =

0.318), store atmosphere has the smallest effect. This suggests that while the physical environment is important,

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it is not the strongest driver of satisfaction at this establishment. Consumers may prioritize service efficiency

and value perception over atmosphere. This finding differs from Bapat & Kannadhasan (2022), who found

atmosphere to be equally important as price in their study of Cafe Layar Gading in Sorong. The difference may

reflect varying consumer expectations across different regions or restaurant concepts (Budi et al., 2021).

Price has a significant effect on consumer satisfaction with a coefficient of 0.296 and standardized beta of 0.318.

This indicates that when prices are perceived as fair relative to service quality offered, consumers tend to feel

satisfied. The significant effect suggests that additional elements such as atmosphere and good service can make

prices feel more reasonable, enhancing overall satisfaction. The combination of reasonable prices and adequate

service quality positively contributes to customer experience (Xue et al., 2020). The moderate effect (β = 0.318,

between service quality and store atmosphere) indicates that price is a significant consideration but not the

dominant factor. This aligns with the value-based pricing perspective where consumers evaluate whether the

perceived benefits justify the costs. At Gosha Kitchen & Patisserie Renon, consumers appear to accept the price

range (IDR 15,000-200,000) as reasonable given the restaurant's quality positioning. Price sensitivity may vary

among consumer segments (students, office workers, families). Students and younger consumers may be more

price-sensitive, while office workers and families may prioritize convenience and quality (Ahmed et al., 2025).

This suggests potential for targeted pricing strategies or value-added offerings for different segments.

Table 10: Summary of Variable Effects on Consumer Satisfaction

Variable

Unstandardized

Coefficient (B)

Standardized

Coefficient (β)

count

Significance

Rank

Service Quality

(X1)

0.371

0.435

4.224

0.000

Price (X3)

0.296

0.318

3.608

0.000

Store

Atmosphere

(X2)

0.171

0.184

2.322

0.022

Table 10 summarizes the relative effects of each independent variable on consumer satisfaction. The

standardized coefficients (Beta) provide a direct comparison of the variables' relative importance. Service quality

dominates (β = 0.435), followed by price (β = 0.318), and store atmosphere (β = 0.184). The substantial gap

between service quality and store atmosphere (0.251 difference) indicates that service quality is nearly 2.4 times

more influential than store atmosphere in driving consumer satisfaction. This pattern suggests that consumers at

Gosha Kitchen & Patisserie Renon are primarily quality- and value-seeking, prioritizing efficient, reliable

service over environmental aesthetics. The results support a service-dominant logic perspective where the

interaction between employees and consumers is more critical than the physical surroundings (Xue et al., 2020).

The research findings provide valuable insights for Gosha Kitchen & Patisserie Renon management to

understand the influence of service quality, store atmosphere, and price on consumer satisfaction. The results

will be published in the European Journal of Business and Management in 2026, contributing to the international

academic community's understanding of consumer satisfaction in the Indonesian culinary industry context

(Jayawarsa & Saputra, 2025). The research outcomes include:

1. Theoretical Contribution: Empirical evidence on the significance of service quality, store

atmosphere, and price in determining consumer satisfaction within the culinary sector, confirming

and extending previous research findings.

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2. Practical Implications: Actionable recommendations for restaurant management to enhance

consumer satisfaction through improved service responsiveness, visual communication, and price

transparency.

3. Publication: International journal publication disseminating findings to a global audience,

contributing to the growing body of literature on consumer behavior in emerging markets.

4. Policy Recommendations: Specific strategies for improving service quality, atmosphere, and

pricing that can be applied to the broader hospitality industry.

CONCLUSION

This research examined the influence of service quality, store atmosphere, and price on consumer satisfaction at

Gosha Kitchen & Patisserie Renon Denpasar. Based on quantitative analysis of 100 respondents using multiple

linear regression, the findings reveal that all three variables simultaneously have a positive and significant effect

on consumer satisfaction, explaining 74.6% of the variance in satisfaction levels. Partially, service quality

emerged as the strongest predictor with the highest standardized coefficient (β = 0.435), followed by price (β =

0.318), and store atmosphere (β = 0.184), all demonstrating statistically significant positive effects at p < 0.05.

These results confirm that consumers prioritize reliable, responsive, and empathetic service delivery over

environmental aesthetics, though the physical ambiance remains a meaningful contributor to overall satisfaction.

The significant price effect indicates that consumers perceive fair value when pricing aligns with service quality

and atmospheric experiences. The findings suggest that management should prioritize service quality

improvements, particularly responsiveness to consumer needs, while simultaneously maintaining competitive

pricing and enhancing visual communication through attractive menu designs and comfortable physical

environments. This research contributes empirical evidence to the marketing management literature within the

Indonesian culinary industry context and provides actionable insights for restaurant operators seeking to enhance

consumer satisfaction through strategic improvements in service delivery, atmospheric design, and pricing

transparency. Future research should expand the sample scope, incorporate additional variables such as product

quality and promotion, and employ longitudinal designs to capture dynamic consumer satisfaction patterns

across different demographic segments and geographical locations.

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