@thesis{thesis,
		author={Mahsunah  A'isyatin},
		title ={Pengaruh Store Atmosphere dan Product Variations terhadap Kepuasan Konsumen pada Ayu Citra Store Jombang},
		year={2022},
		url={http://repository.undar.ac.id/id/eprint/2208/},
		abstract={This study aims to analyze and explain the effect of Store Atmosphere (X1) and Product Variations (X2) by partially and simultaneously againts Consumer Satisfaction (Y), and also to knowing which one the more dominant independent variable. This type of research is descriptive quantitative. Sampling technique in this study is incidental sampling with 100 sample people are taken from consumers who have made purchases at Ayu Citra Store Jombang. The data analysis uses descriptive statistic, data quality test (validity and reliability test), classic assumption test (normality, multicollinearity, and heteroscedasticity test), and also hypothesis test (multiple regression analysis, partial test, simultaneous test, and regression coefficient test). 
The result shows that Store Atmosphere and Product Variations has positive and significant effect by partially and simultaneously againts Consumer Satisfaction with partial significance value is 0,004 and 0,001, while the simultaneously significance is 0,000. Product Variations has more dominant effect against Consumer Satisfaction with significance value is 0,001.

Key Words: Store Atmosphere, Product Variations, Consumer Satisfaction}
		}