PENGARUH SERVICESCAPE TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA KAFE DI KOTA MAKASSAR (STUDI KASUS PADA MAKASSAR COFFEE HOUSE) = Effect of Servicescape on Customer Satisfaction and Its Impact on Purchasing Decision on Café Business in Makassar city (Study on Makassar Coffee House)

Abstract
The food and beverage industry in Indonesia is moving rapidly. Various changes are known through processing information and reliable product quality. Businessmen are pushed to be capable to look up the situation in these conditions globally. Café’s servicescape in this era is one of the essentials in creating interest for consumers to produce a different experience in spatial composition that is organized to meet consumer expectations to affect transaction behavior.¬ This study aimed to identify the effect of servicescape on consumer satisfaction and its impact on purchasing decisions in cafe business in Makassar. The type of research used is quantitative research method using questionnaires in collecting data. This research also approaches surveys and distributing questionnaires in processing data by using theories and facts in the field to become the main resources in research. The expected contribution of this study is to know the effect of servicescape on consumer satisfaction and its impact on purchasing decisions in cafe business in Makassar so that it can define the connection among variables through hypothesis testing using SPSS program. The results showed that partially, servicescape has a positive and significant effect on customer satisfaction. Then partially, servicescape has a positive and significant effect on purchasing decisions. Furthermore, consumer satisfaction partially has a positive and significant effect on purchasing decisions. Simultaneously, servicescape on consumer satisfaction and its impact on purchasing decisions has a positive and significant effect where customer satisfaction as a mediating variable can mediate significantly. The conclusion of this study is Servicescape plays the role that can increase or decrease the level of consumer satisfaction with a service that affects purchasing decisions.

Keywords : servicescape, consumer satisfaction, purchasing decision