Factor Influencing Customer Satisfaction among Millennials toward Homegrown Cafe in Kota Bharu

Abstract

cafe is considered a "third space" in urban life, distinct from work and home, offering a location for individuals to socialize, unwind, and form relationships. However, as coffee shops become more prevalent in metropolitan areas, they are increasingly playing a more comprehensive range of responsibilities and serving as places of business and pleasure, providing social spaces where people may connect and form communities. This study aims to look at the effect of the physical environment, fair pricing, and service quality on millennial customer satisfaction. This study was conducted at a homegrown café in Kota Bharu, Kelantan. Data for this study was gathered online via a Google form. The data gathered from this study was analysed using SPPS software version 26. This study analysis carried out for this study. By using descriptive analysis, reliability testing, and Pearson correlation. The finding of this research showed that all the hypothesis is accepted.