THE INFLUENCE OF PRICE ANCHORING AND STORE ATMOSPHERE ON CUSTOMER SATISFACTION AT STARBUCKS LUMIMUUT TIKALA

Abstract

This study aims to analyse the influence of price anchoring and store atmosphere on customer satisfaction at Starbucks Lumimuut Tikala. Using a quantitative approach, data were collected through questionnaires distributed to 100 respondents’ selected using purposive sampling. The results show that both price anchoring and store atmosphere have a positive and significant effect on customer satisfaction, both partially and simultaneously. Price anchoring enhances perceived value by creating a sense of getting a better deal, while a comfortable and aesthetically pleasing store atmosphere contributes to a more enjoyable customer experience. These findings suggest that effective pricing strategies and a well-designed store environment can increase customer satisfaction and potentially drive customer loyalty.

Keywords: Price Anchoring, Store Atmosphere and Customer Satisfaction