Machisabillah, Ulinuha (2025) Persepsi Musik Instrumental terhadap Kepuasan Konsumen di Coffee Shop Beryl Kota Malang. Undergraduate thesis, Universitas Merdeka Malang.

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Abstract

This research aims to determine the influence of instrumental music perception on consumer satisfaction at Beryl coffee shop, Malang City. This research employed a quantitative approach. The sample consisted of 377 respondents who were consumers of Beryl coffee shop, Malang City. The sampling technique used was accidental sampling. Data collection methods utilized an instrumental music perception scale (20 items, α=.79) and a consumer satisfaction scale (25 items, α=.84), both using a Likert scale model. Data analysis was conducted using simple linear regression. The results showed a regression coefficient of β = .605, with a significance value of p = .000 (<.05), indicating a positive and significant influence of instrumental music perception on consumer satisfaction. Based on the coefficient of determination (R2) value of .366, instrumental music perception explained 36.6% of the variance in consumer satisfaction. From these research findings, the proposed hypothesis is accepted.

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