The Influence of Atmosphere, Price and Facilities Provided on Consumer Satisfaction at Meraki Cafe, Cirebon City, West Java

Enjoying a banquet at a cafe has become a new habit or lifestyle trend for millennials today. Consumer satisfaction is always a must to nte paid attention to by every business person, especially the café sector in carrying out their business activities. The purpose of this study is to analyze how much the atmosphere, price and facilities affect consumer satisfaction at Meraki Cafe, both partially and simultaneously. The research method used was quantitative with a sample of 100 respondents with 20 indicators. After the data was collected, the researcher continued the analysis with a linear regression study using SPSS 24. The results and discussions obtained were that the atmosphere variable affected consumer satisfaction, the price affected consumer satisfaction, the facility affected consumer satisfaction, as well as when tested simultaneously the three variables had a significant effect. The impression obtained from this study is that Meraki café managers can pay attention to the three variables, namely atmosphere, price and facilities.


INTRODUCTION
The development of the times has caused changes in people's habits in activities, especially eating and drinking habits.One of the changing habits of society is coffee consumption.Coffee consumption has been carried out by Indonesian people for a long time.However, people used to only drink coffee in a simple way of making and serving coffee such as black coffee, sachet coffee, ground coffee or tubruk coffee (Malisan, 2021).
The growth of coffee shops is in line with lifestyle changes, especially among young people.Today, drinking coffee in shops is not just about enjoying the drink, but has become part of the modern lifestyle (Wachdijono & Jaeroni, 2021).
A café that is not strong will be easily defeated by its competitors Cafe is considered a classy dining place that is able to present the relaxed atmosphere needed.Cafes are used as a means of relaxing with friends or family, socializing with business partners, and some come to find an atmosphere of solitude.Currently, enjoying a banquet at a café has become a new habit or lifestyle for executives to do tasks, continue a business or just relax after a long day of work (Maya, 2018).
Enjoy a feast at Cafe has become a new lifestyle habit or trend for millennials today.Judging from the side of today's consumers, they have many variant alternatives and are more selective in choosing Cafe to be visited.When consumers consider a Cafe unsatisfactory, then Cafe It will be very easy to leave.Thus, business people must be able to prepare the right strategy to seize the market and win the competition.One of them is by paying attention to the aspects offered through a marketing strategy that focuses on how to be able to provide a different experience and be able to touch the emotions and feelings of consumers (Permatasari, Prasetyo, & Santoso, 2021).
The Influence of Atmosphere, Price and Facilities Provided on Consumer Satisfaction at Meraki Cafe, Cirebon City, West Java One of the cafes in Cirebon City is Meraki Cafe which is located on Jl.DR.Sutomo No.185, Pekiringan, Kec.Meraki Cafe provides various types of food and drinks ranging from coffee, fresh drinks, frappe, snacks to heavy foods such as chicken sambal matah.The attraction of Meraki café is that it has a unique concept with an instagramable design, plus Meraki café has a good view if visited in the afternoon because visitors can enjoy a beautiful sunset view.Meraki café has two areas for visitors, namely indoor and outdoor where it is usually used by visitors who want to do assignments or meetings while outdoor has a large area with many seating options (tourisminfo, https://www.wisatainfo.comConsumer satisfaction is always a must to be paid attention to by every business person, especially in the field of Cafe in carrying out their business activities.Nowadays many businesses Cafe who increasingly understand the importance of consumer satisfaction and develop strategies to provide satisfaction for their consumers.According to (Kotler & Keller, 2009) satisfaction is a person's feelings of pleasure or disappointment that arise after comparing the expected performance (results).After consumers consume a product or service, consumers will have a feeling of satisfaction or dissatisfaction with the product or service they consume.Satisfaction will encourage consumers to buy and reconsume the product.Instead, dissatisfied feelings will cause consumers to become disappointed and stop buying and consuming the product again (Sihombing, Arifin, & Maryono, 2021).
In this case, the research focuses on one café that has aspects of competition and the phenomenon of atmosphere, price and menu variety at Meraki café.This is what makes researchers interested in researching whether the atmosphere of the café, prices, and facilities, have an influence on consumer interest in visiting Meraki café.The results of this study are expected to provide insights and recommendations to increase consumer interest in visiting Meraki Cafe.By paying attention to factors that affect consumer interest in visiting.
Meraki Cafe has become one of the favorite destinations in the city of Cirebon, which offers a unique and pleasant coffee experience and has a comfortable atmosphere and is visited by many middle and upper class people.With all these developments, Meraki Cafe is not only about cooking and serving coffee, but also about innovation, and technology, Meraki Cafe proves that culinary business can be one of the solutions to solve economic and social problems in the city of Cirebon (aboutcirebon.id)Based on the description above, the researcher looks at how the atmosphere, facilities and prices affect consumer satisfaction at Meraki Cafe in Cirebon.Based on previous research, it can be said that the atmosphere of the café affects consumer satisfaction with several variables that are in accordance with consumer desires.However, there are several variables that are not good.Therefore, the research gap in this study is in the form of a theoretical gap, which is a research gap due to different theories or research results (Miles, 2017).The purpose of this study is to analyze the influence of café atmosphere variables, product prices and facilities provided on consumer satisfaction at Meraki Cafe Cirebon City, West Java.
There are several previous studies that discuss consumer satisfaction and the factors that affect it, as shown in table 1 below.The results of this study show that partially Facilities (X1) do not have a significant effect on consumer satisfaction.Meanwhile, Service Quality (X2) and Promotion (X3) partially have a significant effect on consumer satisfaction.
From the introduction given, the novelty that can be taken is the purpose of the research, which is to analyze the influence of the variables of café atmosphere, product prices and facilities provided on consumer satisfaction at Meraki Cafe Cirebon City, West Java.This study aims to provide insights and recommendations to increase consumer interest in Meraki Cafe by paying attention to factors that affect consumer interest in visiting.
Meraki Cafe is shown as one of the favorite destinations in Cirebon City with a unique and fun coffee experience and a comfortable atmosphere and is often visited by the middle and upper class.In addition, at Meraki Cafe there has been no in-depth research on consumer satisfaction.Most of the previous studies in Cirebon only used 2-3 variables, while in this study, the researcher used 4 variables, namely Atmosphere, Price, Facilities, and the Y variable (Consumer Satisfaction).
Furthermore, there is also a research gap in this study in the form of a lack of theory or research results that are in accordance with consumer desires.The existence of this gap shows that this research is expected to provide new contributions and solutions to solve problems in business people, especially in the café sector.

RESEARCH METHOD
The research was carried out at the Meraki café Jl.DR.Sutomo No.185, Pekiringan, Kesambi District, Cirebon City, West Java 45131 and was carried out during the month of April.The variables used in this study are dependent and independent variables.In this study, there are three independent variables and one bound variable, namely café atmosphere (X1), product price (X2), café facilities (X3) and consumer satisfaction (Y).
In this study, a quantitative method is used.This method can be interpreted as a research method based on the philosophy of positivism, used to research on a specific population or sample, data collection using research instruments, quantitative or statistical data analysis, with the aim of describing and testing hypotheses that have been determined.(Sugiyono & Lestari, 2021).
The quantitative research procedure is the operationalization of scientific methods by paying attention to scientific elements.There are a number of quantitative research steps that must be taken that are expected to ensure the validity of the results.The steps are as follows: Determining the problem, Conducting preliminary research, Identifying and formulating the problem, Formulating a hypothesis, Determining variables, Determining research methods and instruments, Determining data sources (Population and Sampling), Collecting data, Analyzing data, Drawing conclusions and Writing reports (Murjani, 2022).

RESULT AND DISCUSSION Descriptive Analysis
Based on the results of the variable (X1), an actual score of 1,648 was obtained with a percentage of 82.4% of the expected score of 2,000 (100%).That is, the variable Atmosphere Cafe (X1) has an influence with the category of Very Satisfied.As seen in table 2. Source: Primary Data Processed, 2024 Based on the results of the variable (X2), an actual score of 1,621 was obtained with a percentage of 81.05% of the expected score of 2,000 (100%).That is, the Price variable (X1) has an influence with the Very Satisfied category.As seen in table 3 Table 3  Based on the results of the Facility variable (X3), an actual score of 2,433 was obtained with a percentage of 81.1% of the expected score of 2,000 (100%).This means that the Facility variable (X3) has an influence with the Very Satisfied category.As seen in table 4. Source: Primary Data Processed, 2024

Validity and Reliability Test Results
The data of the research results will be unbiased if obtained using valid and reliable research instruments.An indicator of a variable is said to be valid if it has a correlation coefficient with a total of > r tables.In addition, the research instrument is said to be revelable if it has an Alpha Cronbach coefficient α ≥ 0.60.The results of the validity and reliability testing of the research instrument in full can be seen in Appendix 1 and can be briefly seen in the following table: The validity test and reliability test in this study used 100 respondents.It is known from the results of the validity test using SPSS 24 software can be seen in the table.That each statement item has a correlation coefficient value > r table.So that the validity requirements with the value of the coefficient > r of the table are met.
The results of the reliability test showed that each variable had an Alpha Croncach coefficient value > 0.6.Therefore, each variable in this study is declared reliable or reliability requirements are met.Source: Primary data processed, 2024 By looking at the VIF (Inflation Factor Variant) value, it is known that all variables do not have a VIF value of more than 10, as well as a tolerance value of less than 0.10.Thus, it can be concluded that there is no problem of multicollinearity or the assumption of multicollinearity has been fulfilled.

Heteroscedasticity Test
The heteroscedasticity test is used to see the variance inequality from the residual of one observation.The Glejser test was carried out to ensure that the assumption of heterokedasticity was met.The results of the Glejser test are presented in the following table : Table 10  Source: Primary data processed, 2024 Zikri Muhammad Rafli, Nova Rolani, Wahidi, Akhmad Jaeroni The results of the heterokedasticity assumption test found that the significance value for all variables was not significant with p-value > α value (0.05) so it was concluded that there were no symptoms of heterokedasticity.Source: Results of questionnaire data processing with SPSS 24

Multiple Linear Analysis
A good regression equation model is one that meets the requirements of classical assumptions, including models that must be free from multicoloniality, free from heterokedasticity, and free from normality (Tondang, et al., 2023).The table above shows that the calculation of regression results where a regression equation can be made that reflects the relationship between the variables used, which is as follows: Ŷ = 4.679 + 0.412 Atmosphere (X1) + 0.291 Price (X2) + 0.363 Amenities (X3) + e From the results of the above test, it can be concluded as follows: a) Testing the influence between Atmosphere (X1) on Consumer Satisfaction (Y) obtained a coefficient value of 0.412 with a significance value of 0.001, because the significance value < 0.05, there is a significant influence between Atmosphere (X1) and Consumer Satisfaction (Y).Considering that the coefficient marked positively indicates that the relationship between the two is positive, it means that the higher the respondent's perception of the atmosphere (X1) will result in higher Consumer Satisfaction (Y), and vice versa.b) Testing the effect between Price (X2) on Consumer Satisfaction (Y) obtained a coefficient value of 0.291 with a significance value of 0.015, because the significance value < 0.05, there is a significant influence between Price (X2) and Consumer Satisfaction (Y).Considering that the coefficient with a positive sign indicates that the relationship between the two is positive, it means that the higher the respondent's perception of Price (X2) will result in higher Consumer Satisfaction (Y), and vice versa.c) Testing the influence between Facilities (X3) on Consumer Satisfaction (Y) obtained a coefficient value of 0.363 with a significance value of 0.000, because the significance value < 0.05, there is a significant influence between Facilities (X3) on Consumer Satisfaction (Y).Considering that the coefficient marked positively indicates that the relationship between the two is positive, it means that the higher the respondent's perception of the facility (X3) will result in a higher Consumer Satisfaction (Y), and vice versa.Based on the results of the calculation, it was obtained: 1. Independet Variable X1 (Cafe Atmosphere) The results for the café atmosphere variable showed that there was a positive and significant influence of café atmosphere on consumer satisfaction.This is evidenced by the calculated t-value of 3.524 and the t-value of the table 1.661 with a significance less than 0.05 (0.01<0.05).It can be concluded that X1 is accepted, so the atmosphere of the café has a significant effect on consumer satisfaction.2. Independent Variable X2 (Product Price) The results for the product price variable show that there is a positive and significant influence of product price on consumer satisfaction.This is evidenced by the calculated t-value of 2.479 and the t-value of the table 1.661 with a significance less than 0.05 (0.015<0.05).It can be concluded that X2 is accepted, so the Product Price has a significant effect on consumer satisfaction.

Independent Variable X3 (Cafe Facility)
The results for the product price variable show that there is a positive and significant influence of product price on consumer satisfaction.This is evidenced by the calculated t-value of 4.068 and the t-value of the table 1.661 with a significance less than 0.05 (0.000<0.05).It can be concluded that X3 is accepted, so the Cafe Facility has a significant effect on consumer satisfaction.

Simultaneous Test (Test F)
The F test was carried out to prove simultaneously that the independent variable has a significant influence on the dependent variable.

Source: Primary data processed, 2024
Based on the results of the F Test, a significance value of 0.000 (α < 0.05) was obtained.So it can be concluded that the variables Atmosphere (X1), Price (X2), and Facilities (X3) simultaneously have a significant effect on the Consumer Satisfaction variable (Y).

Determination Coefficient Test (R2)
The determination coefficient (R2) is used to determine the magnitude of the contribution value or influence between independent variables, namely Atmosphere (X1), Price (X2), and Facilities (X3) on the bound variable, namely on the Consumer Satisfaction variable (Y).The value of the determination coefficient (R2) is as follows:

Source: Primary data processed, 2024
The table above is part of the results of the multiple linear regression test which can be referred to as the Coefficient of Determination (R2) Analysis.This analysis is used as a measure of the influence of Atmosphere (X1), Price (X2), and Facilities (X3) on the bound variable, namely on the Consumer Satisfaction variable (Y).The table above shows that the R Square value (R2) is 0.638 which can be concluded that Atmosphere (X1), Price (X2), and Facilities (X3) have an influence of 63.8% while the remaining 36.2% are influenced by other variables that are not studied by the researcher.

Hypothesis Test Results
Based on the results of calculations using the Multiple Regression Analysis approach, the results of hypothesis testing are obtained as presented as follows: Hipotesis 1. Atmosphere (X1) has a partial effect on Consumer Satisfaction (Y) is accepted.Testing the influence between Atmosphere (X1) on Consumer Satisfaction (Y) obtained a coefficient value of 0.412 with a significance value of 0.001, because the significance value < 0.05, there is a significant influence between Atmosphere (X1) and Consumer Satisfaction (Y).Considering that the coefficient marked positively indicates that the relationship between the two is positive, it means that the higher the respondent's perception of the atmosphere (X1) will result in higher Consumer Satisfaction (Y), and vice versa.Hipotesis 2. Price (X2) has a partial effect on Consumer Satisfaction (Y) is acceptable.Testing the effect between Price (X2) on Consumer Satisfaction (Y) obtained a coefficient value of 0.291 with a significance value of 0.015, because the significance value < 0.05, there is a significant influence between Price (X2) on Consumer Satisfaction (Y).Considering that the coefficient with a positive sign indicates that the relationship between the two is positive, it means that the higher the respondent's perception of Price (X2) will result in higher Consumer Satisfaction (Y), and vice versa.Hipotesis 3. Facility (X3) has a partial effect on Consumer Satisfaction (Y) is accepted.Testing the influence between Facilities (X3) on Consumer Satisfaction (Y) obtained a coefficient value of 0.363 with a significance value of 0.000, because the significance value < 0.05, there is a significant influence between Facilities (X3) on Consumer Satisfaction (Y).Considering that the coefficient marked positively indicates that the relationship between the two is positive, it means that the higher the respondent's perception of the facility (X3) will result in a higher Consumer Satisfaction (Y), and vice versa.
Atmosphere (X1), Price (X2), and Facilities (X3) have a simultaneous effect on Consumer Satisfaction (Y) is accepted.Based on the results of the F Test, a significance The Influence of Atmosphere, Price and Facilities Provided on Consumer Satisfaction at Meraki Cafe, Cirebon City, West Java value of 0.000 (α < 0.05 was obtained.So it can be concluded that the variables Atmosphere (X1), Price (X2), and Facility (X3) simultaneously have a significant effect on the Consumer Satisfaction variable (Y).

CONCLUSION
Based on the research that has been carried out and the explanation of the results of the research related to the influence of the atmosphere, prices and facilities provided on consumer satisfaction at Meraki Cafe Cirebon City, West Java, the following conclusions can be drawn: The influence between Atmosphere (X1) on Consumer Satisfaction (Y) obtained a coefficient value of 0.412 with a significance value of 0.001, because the significance value is 0.05, there is a significant influence between Atmosphere (X1) and Consumer Satisfaction (Y).The higher the respondents perceive the Atmosphere (X1) will result in higher Consumer Satisfaction (Y).
The influence between Atmosphere (X2) on Consumer Satisfaction (Y) obtained a coefficient value of 0.291 with a significance value of 0.015, because the significance value is 0.05, is a significant influence between Atmosphere (X1) and Consumer Satisfaction (Y).The higher the respondents perceive the Price (X2) will result in higher Consumer Satisfaction (Y).
The influence between Atmosphere (X3) on Consumer Satisfaction (Y) obtained a coefficient value of 0.363 with a significance value of 0.000, because the significance value is 0.05, there is a significant influence between Atmosphere (X1) and Consumer Satisfaction (Y).The higher the respondents perceive the Facility (X3) will result in higher Consumer Satisfaction (Y).
Atmosphere (X1), Price (X2), and Facilities (X3) have a simultaneous effect on Consumer Satisfaction (Y) is accepted.Based on the results of the F Test, a significance value of 0.000 was obtained less than 0.05 (α 0.05).Therefore, it can be concluded that the variables Atmosphere (X1), Price (X2), and Facilities (X3) simultaneously have a significant effect on the Consumer Satisfaction variable (Y).
This study has not explained which indicators have the most influence on consumer satisfaction, therefore we hope for further research using other data analysis methods, such as Structural Equation Modelling (SEM), so that we can find out which indicators of which variables have the most influence on satisfaction.

Table 4 Facility variable (X3)
Based on the results of the Consumer Satisfaction (Y) variable, an actual score of 2,503 was obtained with a percentage of 83.4% of the expected score of 2,000 (100%).This means that the Consumer Satisfaction (Y) variable has an influence on the Very Satisfied category.As seen in table5

Table 6 Validity Test Results
Source: Primary data processed, 2024

Table 7 Reliability Test Results Variable Reliability
Based on the table above, it shows that all the variables used in this study are reliable because they have a cronbuch alpha coefficient value greater than the crisis value of 0.60.Normality TestThe normality test aims to test whether in the regression model, the residuals have a normal distribution.A regression model with a normal residual distribution is a good model.Residual normality testing was carried out using the Kolmogorov-Smirnov Test statistical technique presented in the following table: Primary data processed, 2024The results of the residual normality test with Kolmogorov-Smirnov showed a Asymp.Sig.(2-tailed) 0.200.Based on the output table, the Asymp.Sig test value > α value (0.05), so it can be concluded that the residual regression model is normally distributed. Source:

Table 11 Multiple Linear Analysis Results
The Influence of Atmosphere, Price and Facilities Provided on Consumer Satisfaction at Meraki Cafe, Cirebon City, West Java