EFFECT OF FOOD QUALITY AND PHYSICAL ENVIRONMENT ON ROBUCCA CAFÉ CUSTOMER SATISFACTION IN MALANG CITY

: In today’s competitive hospitality industry, where customer satisfaction is a crucial driver of business success, identifying the factors that significantly impact satisfaction levels is crucial for the cafe’s management to make informed decisions and enhance the overall customer experience. This research aims to investigate the impact of the physical environment and food quality at Robucca Cafe on customer satisfaction, focusing on identifying which variable among these factors has the most significant influence on consumer satisfaction. This study employed a quantitative research approach, and the participants were customers of Robucca Café. An accidental sampling method was used to select respondents among those visiting Robucca Café, resulting in 60 respondents forming the sample. The data collected will be subjected to statistical analysis, specifically multiple regression analysis using SPSS. The study’s findings reveal that, contrary to the physical environment, food quality positively and significantly influences consumer satisfaction. This suggests that Robucca Cafe may benefit from placing greater emphasis on maintaining or improving the quality of its food offerings to enhance customer satisfaction. The validity of the study’s indicators has been established through rigorous statistical analysis, further strengthening the credibility of the research findings.


A. INTRODUCTION
Food trends in the culinary domain exhibit a rapid rate of change, leading to a swift transformation of numerous meals into a state of monotony.This is a challenge for business professionals aspiring to engage in the culinary field (Setiobudi, 2021).The quick development associated with this service is expected to appeal to more corporate customers significantly.The extensive range of prospects within the culinary industry, particularly in the café sector, is apparent based on the findings of Toffin, a prominent provider of products and services for the HORECA (Hotels, Restaurants, and Cafés) sector.In collaboration with MIX MarComm magazine, the proliferation of coffee shops in Indonesia has experienced a significant threefold growth.This phenomenon is similarly observable in Malang, located in East Java, where many cafes or establishments selling coffee can be found.Undoubtedly, substantial profit potential is generated by notable hazards in its operation.When establishing a restaurant, numerous factors necessitate consideration; however, paramount importance must be accorded to customer satisfaction.In order to effectively compete with other organizations in the business sector, it is imperative to prioritize client satisfaction.Business enterprises prioritizing client satisfaction maintenance possess a distinct competitive edge and exhibit a formidable position within the culinary sector.Satisfied customers tend to exhibit higher loyalty towards a firm, resulting in increased purchase frequency and a willingness to pay premium prices for its products or services.The outcome of customer pleasure is the establishment of either customer loyalty or vendor loyalty.
It is also closely related to culinary companies.If only one customer is satisfied, the company will likely get several additional potential customers.A person happy with a product will tell ten other people about it.Satisfaction is described as a person's pleasure or disappointment from comparing two things.Consumer satisfaction is not easy to achieve; many things must be observed and tried to find the true meaning of customer satisfaction.Entrepreneurs willing to spend extra money to provide or realize consumer satisfaction are not uncommon.Various factors can influence consumer satisfaction, including the quality of food and the physical environment in which they consume it.In this growing era, the growth of cafes is also proliferating, such as the Robucca Cafe in Malang, and there are still many other cafes or places to eat that offer good quality cuisine and an adequate physical atmosphere.
The quality of a cafe's food is indeed a unique attraction for consumers.The appeal that arises from the quality of the food itself is manifold; some are attractive because they taste perfect, some are because they have a beautiful appearance, and some are just because they have a delicious aroma.That is the attraction that will excel.
The physical environment includes various factors such as room comfort, supporting facilities, room lighting, and many more.It is no wonder that so many culinary business people are willing to spend a lot more money to create a location where customers can enjoy it for a long time, whether it's talking, joking, doing work, or doing other activities that might be done in a relaxed dining environment.Good.
Of the several factors to get consumer satisfaction, researchers are very interested in researching consumer satisfaction related to the physical environment and food quality.This is based on the results of a pre-survey conducted by respondents by interviewing several consumers in eating places who stated that there are factors that make customers feel satisfied or want to visit a café in Malang City due to the influence of the type and taste of food and an attractive place from the café.From the results of the pre-survey.Therefore, with the many café competitions in the city of Malang, respondents felt interested in conducting research on the Robucaa cafe, which is the newest café in Malang City, with the title "The Influence of Food Quality and Physical Environment of Café Robucca in Malang City on Consumer Satisfaction."

B. LITERATURE REVIEW
With more and more producers participating in serving the wants and aspirations of consumers, every organization must be able to prioritize consumer happiness as its primary objective.This is reflected in the increasing number of businesses that highlight dedication to customer delight.Providing customer value and enjoyment through food quality and dining setting is the primary key to winning the competition.Consumer satisfaction, according to Kotler (2019), is "a person's feeling of pleasure or disappointment that arises after comparing the performance (result) of the product in question with the performance (result) expected."Therefore, measuring customer satisfaction is necessary for the company's continuity.
Consumer satisfaction refers to evaluating customers' level of contentment with the products or services they obtain from a business or service provider (Prataga & Santoso, 2022).This comprehensive framework encompasses various dimensions of the customer experience, such as the quality of the product, the level of service provided, the pricing structure, the convenience offered, and the nature of interactions with staff.Consumer satisfaction can be understood as a measure of the degree to which customer expectations are fulfilled or surpassed through their interactions with a company.This can be quantified using surveys, consumer feedback, or customer retention rates.
The significance of consumer satisfaction holds considerable weight in the realm of business.To begin with, it is well observed that customers who experience satisfaction with a product or service are more likely to exhibit loyalty towards the brand.Customers are more inclined to revisit establishments they strongly favor and may even endorse them to others.This phenomenon could facilitate a significant expansion of a firm by augmenting sales figures and facilitating the acquisition of new customers.Furthermore, clients who are content with their purchases often exhibit a greater level of acceptance towards marginally elevated costs, potentially enhancing a business's profitability.Consumer satisfaction also significantly impacts cost reduction, as contented customers tend to exhibit a decrease in the frequency of complaints and requests for product or service returns.Therefore, enterprises that highly emphasize customer happiness can attain a competitive edge and maintain long-term viability within a fiercely competitive market.According to Kotler (2019), the characteristics of satisfied consumers are as follows: 1. Product Loyalty: Satisfied consumers tend to be loyal and will repurchase from the same manufacturer.2. Positive Word of Mouth Communication: Positive word-of-mouth communication, namely recommendations to other potential customers and saying good things about the product and the company.

Companies Become Main Considerations When Buying Other Brands:
When consumers want to buy other products, companies that have given satisfaction to them will be the primary consideration Quality can be found not only in goods or services but also in food products.Customers who come to buy food certainly want to get food with the expected quality.According to Fiani and Japarianto (2012), food quality plays a vital role in consumer purchase decisions, so it can be seen that when food quality increases, purchasing decisions will also increase.Food quality measures or assesses how much food meets or exceeds the standards or expectations applied to a particular food product.It covers various aspects of food, such as taste, texture, aroma, appearance, cleanliness, nutritional value, and food safety and security.Food quality is an important attribute that influences consumer experience and satisfaction when consuming food and can influence the reputation and success of a culinary business (Kusmayati & Aldieniyah, 2020).Food quality combines various factors, including the ingredients used in the food, processing methods, storage, and presentation.Foods considered high quality generally have a good taste, the right texture, an attractive appearance, and are safe to consume.According to West et al. (2015), the factors that influence food quality are as follows: 1. Color: The colors of food ingredients must be combined in such a way that they do not look pale or the colors do not match.Color combinations are very helpful in consumer appetite.2. Appearance: Food must look attractive when on the plate, which is essential to food presentation.Freshness and cleanliness of the food served are essential things that will affect the appearance of the food.3. Portions: Each portion of food has a standardized serving called the standard portion size.Standard portion size is (standard portion specified) the quantity of an item that must be served each time the item is ordered.Producers are advised to make clear portion standards, for example, how many grams of meat should be served in a serving of food.4. Shape: The shape of food plays a vital role in eye appeal.Interesting food shapes can be obtained by cutting various food ingredients, for example, carrots, which are cut in the form of dice or, commonly called dice, combined with lettuce, which is cut into chiffonade, an irregular cut in vegetables. 5. Temperature : Food has temperature variations when served; some are suitable for serving cold, such as chocolate pudding, while others are suitable for serving hot, such as soup.This temperature greatly affects the enjoyment of food when it is served.6. Texture : There are many food textures, including smooth or not, liquid or solid, hard or soft, dry or moist.Food's thin and delicate level and shape can be felt through the pressure and movement of the receptors in the mouth.7. Aroma: The aroma that comes out of food when it is served can trigger consumers to become hungry and affect consumers' initial assessment of the food served.8. Degree of Maturity: The degree of maturity of the food will affect the texture of the food.For example, carrots that are boiled moderately will become softer than carrots that are boiled more quickly.Everyone has their own taste for the meat's maturity level for certain foods, such as steak.9. Taste: Taste is essential in a dish; taste can also be a reference for consumers to judge a food dish.There are four basic tastes that the human tongue can judge: sweet, bitter, salty, and sour.It is required to combine these four flavors very well in a dish.
H 1 : Food Quality affects Customer Satisfaction at Robucca Café Malang According to Pirrie (2015), the physical environment has dimensions consisting of environmental conditions (ambient conditions), space and function (space and functionality), and the use of signs, symbols, and artifacts (the use of signs, symbols, and artifacts).The physical environment in the context of a cafe is a series of physical elements and attributes that exist in and around the cafe that can influence customers' experiences when they visit the place.This includes various aspects such as interior layout, decoration design, furniture selection, lighting, music, temperature, cleanliness, aroma, and other elements that create the atmosphere and atmosphere in the cafe.The physical environment of a cafe is a combination of these factors that creates an overall impression and influences customers' comfort, mood, and perception as they spend time in the cafe.
From another definition, according to Wirtz (2015), service scape or physical environment is closely related to style, physical appearance, and other experience elements encountered by customers on the spot.In the context of a cafe, the physical environment is one of the critical elements in creating the cafe's unique identity and appeal.A well-designed cafe with a pleasant atmosphere can be an attractive place for customers to relax, work, or interact with friends.Warm lighting, appropriate music, a comfortable layout, and attractive decoration can create a positive customer experience.The importance of the physical environment in a cafe is also related to its ability to create a solid first impression and leave a long-lasting impression on customers.An excellent physical environment can determine a customer's decision to return to the cafe or recommend it to others.Therefore, the design and maintenance of an excellent physical environment is a key factor in the success of cafes and other culinary businesses.According to there are three dimensions of the service escape, namely: 1. Ambient Conditions (environmental conditions): Is a characteristic of the environment with regard to the five senses.Background of the environment such as temperature, lighting, music, color, smell and sound disturbance).Some minor disturbances may not bother the customer but if the environmental conditions become extreme it can become a serious problem and stress the customer out.2. Spatial Layout and Functionality: This is a floor plan that includes the size and shape of furniture, tables and machines.Equipment and interior design for visuals ranging from physical appearance to functions that are useful for the delivery of services.The layout of a room refers to how the space is used and where the furniture and fixtures are arranged.Layout is affected by the scale and size of the hospitality property.Functionality deals with spatial effectiveness to provide efficient service and customer delight.The layout must strike the best balance between operational needs and customer expectations.3. Signs, Symbols, And Artifacts (Signs, Symbols, and Artifacts): Signs or symbols are also building forms that are able to communicate appearances to customers.Everything in the service environment that acts as a signal directly or indirectly to communicate a company's image, help customers find direction, and to convey the service process.
H 2 : Physical Environment affects Customer Satisfaction at Robucca Café Malang

C. RESEARCH METHODS
This research is quantitative research using inferential statistics.Inferential research analyzes the relationship between variables by testing the hypothesis.This type of inferential research conducts conclusions directed at making inferences from sample data about the population.This research was conducted using a rating scale to compare the similarities and differences of two or more facts and the properties of the object under study.The present study employs a quantitative methodology and inferential statistical analysis to investigate the associations between variables through hypothesis testing.The purposeful selection of quantitative and inferential analysis methods is motivated by the need to examine the research inquiries systematically.These methods enable the researcher to derive significant conclusions from a representative data subset and make inferences about the larger population.Using inferential statistics allows for exploring interactions that extend beyond plain description and identification of statistically significant associations.It emphasizes examining how the physical environment and food quality influence customer satisfaction.Integrating quantitative and inferential analysis methods ensures a rigorous and systematic approach to addressing the research objectives.Population is a broad category that includes things or people with certain attributes and characteristics that researchers select to investigate and draw conclusions.The sample is part of the population in terms of size and features (Sugiyono, 2016).The probabilistic sampling technique is random so that each member of the population has the same opportunity to be selected as a member of the sample.
The operational questions utilized in the questionnaire were derived from established sources and existing research within the domain of customer satisfaction (Kotler, 2019), food quality (West et al., 2015), and physical environment (Mudie & Pirrie, 2015), specifically in the context of cafés and restaurants.In order to ascertain the credibility and dependability of the questionnaire, the items were carefully chosen and adapted from esteemed scholarly research and literature that is particular to the industry.The inclusion of participants within the age range of 20-35 years in this study is consistent with many factors that were taken into account.The aforementioned age cohort has a higher level of engagement in the practice of dining out and patronizing cafes, rendering them a pertinent target audience for Robucca Café.Furthermore, it is worth noting that this particular demographic frequently encompasses a wide array of tastes and expectations, rendering their opinion highly valuable in comprehending the dynamics of consumer satisfaction.Moreover, the decision to target the demographic of individuals aged 20-35 years, given that younger adults typically represent a significant market segment for cafes.
Respondents used a closed questionnaire data collection approach.Respondents were given the option of answering or giving a base based on their preferences and beliefs.The questionnaire will assess the validity and reliability of the data, ensuring that the research provides valid and reliable results.Valid instruments can be used to measure what should be measured.In contrast, reliable instruments are instruments that produce the same data when measured many times on the same object.The research instrument used in this study was a questionnaire questionnaire that was made by the researcher himself (Sugiyono, 2016).states, "A research instrument is a data collection tool used to measure observed natural and social phenomena."Thus, using research instruments is to find complete information about a problem, a natural or social phenomenon.The instrument used in this study is intended to produce accurate data using a rating scale.Sugiyono (2016) states that a "Rating scale" is used to measure the attitude, opinion, and perception of a person or group of people about a social phenomenon.

D. RESULT
Respondents in this study were customers of the Robucca Café located on Jl.Raya Ijen Nirwana Block D No.1A.The questionnaires distributed were in the form of questions regarding food quality, the physical environment of the café and Robucca customer satisfaction.The questionnaire also displayed the age and gender of the respondents.This classification aims to know clearly about the description of the object of research respondents.The description of the respondent's character is described as follows: It can be seen from the table above, of a total of 60 respondents consisting of 54 respondents who came more than once or by 90% and there were 6 respondents who came only once or by 6%.So it can be concluded that the majority of Robucca café customer arrivals from March 1 to April 30 2023 who were respondents in this study were customers who came more than once as many as 54 people or 90%.It can be seen from the table above, out of a total of 60 respondents, 24 respondents were male or 40% and 36 respondents were female or 60%.So it can be concluded that the majority of Robucca café customers from March 1 to April 30 who were respondents in this study were 36 women or 60%.A questionnaire or questionnaire is said to be valid if it is able to measure what is desired and can reveal data from the variables studied appropriately.Therefore, the level of validity of the questionnaire or questionnaire shows the extent to which the data collected does not deviate from the description of the variable in question.The validity used in this study uses the product moment formula.This study uses a significance level (α) of 5%, while the critical value for testing with a sample (n) = 60 if the significance value <0.05, it can be concluded that the statements used in the study are valid.
Based on the results of the validity test in the table above, it shows that all statement items have a significance of <0.05 so that they are declared valid and can be used and can measure the actual situation.Reliability testing aims to measure the ability level of an instrument so that it can produce data that is consistent and free from errors.The technique used to determine the reliability of this study is the Cronbach alpha technique, where the reliability index is declared reliable if the r value obtained is at least 0.60 or more.The existing values are entered into the formula, and produce the following reliability coefficient values: From the calculation of the reliability index of the instrument being tested it can be interpreted that the value or value of r obtained reaches 0.60 and above.So all the scales compiled are reliable.
After being tabulated, it was found that to the customer satisfaction question, 48.75% of respondents gave a score of strongly agreeing, 42.25% of respondents gave a value of agreeing, 4.75% of respondents gave a value of disagreeing, and 4.25% of respondents gave a value of strongly disagreeing.agree.This customer satisfaction variable gets an average score of 3.36 or falls in the strongly agree category.The respondents' responses to the questions in the customer satisfaction variable can be explained in detail as follows: 1. Regarding statement 1 about customers willing to visit Robucca Café more than once, most answered strongly agree 52%, then those who answered agreed 38%, those who answered disagreed 7%, and those who answered strongly disagreed were 3%.This question gets a score of 3.38 or the category agrees.2. Regarding statement 2 about customers wanting to recommend Robucca Café to friends, they received responses with most of the answers strongly agreeing 56%, then those who answered agreed 42%, and those who answered disagreed 2%.This question gets a score of 3.55 or the category strongly agree.To question 2 about customers wanting to invite their friends to Robucca Café, they received a response with most of the answers strongly agree with a score of 55%, those who answered agreed with 43%, and those who answered strongly disagreed with 2%.This question got a score of 3.52 or the category strongly agree.3. Regarding question 3 about Robucca Café being the first place customers go when they want to spend time getting a hand with most of the answers agreeing 46%, then those who answered strongly agree by 32%, who answered disagree by 10%, and answered strongly disagree by 12%.This question gets a score of 2.98 or the category agrees.
After being tabulated, it was found that on the question of food quality, 37.06% of respondents gave a value of strongly agreeing, 53.63% of respondents gave a value of agreeing, 6.13% of respondents gave a value of disagreeing, and 3.16% of respondents gave a value of strongly disagreeing agree.This food  quality variable gets an average score of 3.24 or falls in the agree category.The respondents' responses to the questions in the customer satisfaction variable can be explained in detail as follows: 1. Regarding statement 1 about the combination of food colors at Robucca Café it is interesting, most of the answers agree 58.3%, then those who answer strongly agree 28.3%, those who answer disagree 5%, and those who answer strongly disagree are 8.3%.This question gets a score of 3.07 or the category agrees.2. Regarding statement 2 about customers interested in taking photos of the food that customers ordered at Robucca Café, they received responses with most of the answers strongly agree 43.3%, then those who answered agreed 40%, those who answered disagreed 13.3%, and those who answered strongly disagree by 3.3%.This question gets a score of 3.23 or the category agrees.
To question 2 about the food served made from fresh and clean ingredients, the majority answered agree with a score of 57%, those who answered strongly agreed 35%, and those who answered strongly disagreed with 8%.This question got a score of 3.27 or the category strongly agree.3. To question 3 about the portion of food that is sold according to the portion the customer wants to get a response with most of the answers agreeing 53.3%, then those who answer strongly agree are 28.3%, those who answer disagree are 10%, and answer strongly disagree agreed by 8.3%.This question gets a score of 3.02 or the category agrees.4. To question 4 about the temperature of the food not changing when it was served, a response was received with the majority agreeing 53%, then those who answered strongly agreed were 32%, those who answered disagree were 10%, and those who answered strongly disagreed were 5%.This question gets a score of 3.12 or the category agrees.5. To question 5 about each menu having an appropriate texture, from the level of smoothness or not, solid or liquid, hard or soft, and dry or moist get responses with most answering agree 62%, then answering strongly agree 33%, who answered disagree by 3%, and answered strongly disagree by 2%.This question gets a score of 3.2 or the category agrees.6.To question 6 about the shape of the menu served attractively and customers have no difficulty eating the dishes ordered by customers, they get responses with most of the answers agreeing 56.7%, then those who answer strongly agree 41.7%, and answer strongly disagree agreed by 1.7%.This question gets a score of 3.4 or the category agrees.7. To question 7 about the smell of appetizing, most of the customers answered that they agreed 55%, then those who answered strongly agreed were 37%, those who answered disagree were 7%, and those who answered strongly disagreed were 3%.This question gets a score of 3.22 or the category agrees.8. To question 8 about the level of maturity of the food that is served right for customers get responses with most of the answers agreeing 55%, and those who answer strongly agree 45%.This question gets a score of 3.47 or the category agrees.9. To question 9 about the taste of the dish that is served right to eat starting from sweet, salty, sour, and bitter, the response is that most of the answers agree 48%, then those who answer strongly agree are 47%, and those who answer disagree are 5%.This question gets a score of 3.42 or the category agrees.After being tabulated, it was found that on the question of the physical environment variable, 37.06% of respondents gave a value of strongly agreeing, 53.63% of respondents gave a value of agreeing, 6.13% of respondents gave a value of disagreeing, and 3.16% of respondents gave a value of very don't agree.This physical environment variable gets an average score of 3.48 or falls in the agree category.The respondents' responses to the question items in the physical environment variable can be explained in detail as follows: 1. Regarding statement 1 point a about customers feeling comfortable with the room temperature at Robucca Café, most of the answers strongly agreed 48%, then those who answered agreed 43%, those who answered disagreed 7%, and those who answered strongly disagreed were 2%.This question gets a score of 3.37 or the category agrees.To question 1 point b about customers feeling comfortable with the lighting conditions at Robucca Café, they get responses with most of the answers strongly agree with a value of 53%, and those who answer agree with a value of 47%.This question gets a score of 3.53 or the category strongly agrees.To question 1 point c about customers not being bothered by the smell in the Robucca Café room, they get a response with most of the answers strongly agree with a value of 52%, those who answer agree are 45%, and those who answer strongly disagree are 3%.This question gets a score of 3.45 or the category agrees.To question 1 point d about customers not being bothered by the volume of music at the Robucca café, they got responses with most of the answers strongly agree with a value of 53%, then those who answered agreed were 38%, those answered disagree were 7%, and those who answered strongly disagreed agree by 2%.This question gets a score of 3.47 or the category agrees.To question 1 point e about customers feeling comfortable with the color decoration of the room provided by Robucca Café, they get responses with most of the answers strongly agree with a value of 58%, then those who answer agree are 38%, those who answer disagree are 2%, and those who answer are very disagree by 2%.This question gets a score of 3.5 or the category strongly agree.To question 1 point f about customers feeling undisturbed when communicating with their surroundings, they received responses with most responding strongly agree with a value of 53%, then those who answered agreed were 38%, those who answered disagreed were 7%, and those who answered strongly disagreed were 2%.This question gets a score of 3.47 or the category agrees.2. Regarding statement 2 point a about the room plan of the Robucca Café does not make customers confused so that customers can easily find the room they want to go to get a response with most of the answers agreeing with a value of 50%, then those who answered strongly agreed were 43%, and those who answered disagree 7%.This question gets a score of 3.37 or the category agrees.To question 2 about point b, the size of the Robucca room is not cramped, so that customers feel at home and are not cramped, received a response with most of the answers strongly agree with a value of 63%, and those who answered agree were 37%.This question gets a score of 3.6 or the category strongly agree.To question 2 point c about the form of the furniture provided does not make customers confused in using it get responses with most of the answers strongly agree with a value of 60%, then those who answer agree are 38%, those who answer disagree are 2%.This question gets a score of 3.58 or the category strongly agree.To question 2 point d about customers feeling helped by the equipment provided by Robucca Café, they received responses with most of the answers strongly agree with a value of 56.7%, then those who answered agreed were 41.7%, and those who answered strongly disagreed were 1, 6%.This question gets a score of 3.53 or the category strongly agrees.3. To question 3 point a about customers feeling helped by the signs provided by the Robucca café (instructions on the location of the toilet, exit signs, and so on) get responses with the majority answering strongly agree 50%, then those who answer agree are 48 %, and those who answered strongly disagreed by 2%.This question gets a score of 3.47 or the category agrees.To question 3 point b about customers not having difficulty understanding the signs in the Robucca café (toilet instructions, wet floor instructions, door location instructions) get responses with most of the answers agreeing with a value of 50%, then those who answer strongly agree are 48 %, and those who answered strongly disagreed by 2%.This question gets a score of 3.45 or the category agrees.To question 3 point c about customers being able to quickly understand the meaning of the symbols at the Robucca Café (entrance and exit signs, toilet instructions, etc.), 50% responded that they strongly agreed, and those who answered agreed were 50%.This question gets a score of 3.5 or the category strongly agree.
Partial test is used to test the hypothesis of the influence of independent variables on the dependent variable individually.With a significance level of a = 0.05.Based on the results of the t-test it can be concluded as follows: 1.The first hypothesis investigates the impact of food quality on customer satisfaction in Robucca.Obtained a significant value of 0.002> 0.05.This shows that the first hypothesis is accepted.This shows that the quality of Robucca cafe food has an impact on consumer satisfaction.2. The second hypothesis examines the effect of the physical environment on consumer satisfaction at Robucca Café.Obtained a significance value of 0.016 > 0.05.This identifies the second hypothesis has been rejected, meaning that the physical environment has no influence on consumer satisfaction.

E. DISCUSSION
The research findings underscore the significant impact of food quality on customer satisfaction at Robucca Café.Various characteristics related to food quality have been recognized as important aspects contributing to customer satisfaction.These features include taste, appearance, portion size, aroma, texture, level of ripeness, and overall flavor.The results of this study highlight the significant emphasis that consumers place on the quality of the food they are served when patronizing the café.The congruence between these findings and the research conducted by Suhartanto (2018) offers substantial evidence for the credibility and significance of the present study.The robustness of findings across many studies serves to strengthen the notion that prioritizing the enhancement of food quality should be a central objective for Robucca Café.The cafe's ability to continuously provide meals of superior quality is likely to contribute to the achievement and sustenance of elevated levels of customer satisfaction.The remark made by Fiani and Japarianto (2012) regarding the impact of food quality on both customer satisfaction and purchasing decisions holds considerable importance.The statement underscores the wider ramifications of the research results, suggesting that food quality enhancements cannot only augment satisfaction but also foster consumer loyalty and generate higher rates of return business.This suggests that by prioritizing and allocating resources towards enhancing the quality of cuisine, Robucca Café has the potential to not only attract a larger client base but also maintain the loyalty of its current patrons, fostering long-term success and viability for the business.In conclusion, the research findings underscore the significance of food quality as a primary determinant of customer happiness at Robucca Café.The consistency and pertinence of these findings with prior research highlight their dependability and significance.
In contrast to the notable influence of food quality, existing research indicates that the physical environment of Robucca Café, which includes variables such as temperature, lighting, aroma, music, color, noise disruption, spatial arrangement, dimensions of the space, functionality of furnishings, and presence of symbols or signage, does not appear to have a significant impact on customer satisfaction.The present discovery presents a contradiction to the earlier study conducted by Suhartanto (2018), wherein it was posited that physical environment attributes had a notable and favorable impact on consumer happiness.The observed disparity can be ascribed to multiple variables, as elucidated by Ioannidis (2018).It is imperative to acknowledge that the impact of the physical environment on customers may vary among individuals.A subset of customers may exist for whom these characteristics do not substantially influence their level of pleasure.
The dimensions of the physical environment, as expounded upon by Pirrie (2015) and Wirtz (2015), exhibit a wide range and comprise both tangible and intangible facets of the dining encounter.Although the study does not attribute substantial importance to the overall influence of the physical environment, it is imperative to recognize that specific components, like ambient conditions, spatial arrangement, and the utilization of signage and symbols, may nevertheless influence the customer experience.In summary, this study highlights the significant role that food quality has in shaping consumer happiness at Robucca Café.The findings about the physical environment reveal a more intricate and subtle association, implying that additional investigation and a more profound examination of specific environmental factors may be required to enhance comprehension of their influence on customer satisfaction within this setting.
This research shows that the physical environment does not significantly influence customer satisfaction at Robucca Café.Various factors such as temperature, lighting, aroma, music, color, sound disturbance, room layout, room size, function of furniture, and symbols or signs do not have a large enough impact on customer satisfaction.This finding may be due to variations in customer preferences and perceptions of the physical environment.It is possible that these factors may not be a top priority for most Robucca Café customers, or perhaps customers consider other aspects such as food quality and service more.In addition, differences in results with previous research, such as those conducted by Suhartanto (2018), may be caused by differences in the context and characteristics of the places studied.Theories and factors influencing customer satisfaction can vary depending on different situations and customer characteristics.Therefore, the finding that the physical environment does not significantly influence customer satisfaction at Robucca Café highlights the importance of understanding customer context and preferences, specifically in culinary businesses.

F. CONCLUSION
Based on the results of the t-test or hypothesis testing that has been done, it can be concluded that the quality of food from Robucca Café has a positive and significant effect on consumer satisfaction at Robucca Café.Based on the results of the t-test or hypothesis testing, it can be concluded that the physical environment of the Robucca Café has no positive or significant effect on customer satisfaction at the Robucca Café.For future research, adding new variables that affect consumer satisfaction, such as price affordability, service quality, and so on, is recommended.

G. LIMITATION
This study only investigates customers of Robucca Cafes in the Malang Branch.The results and data from the study might not apply to all Robucca Cafes in other places.Since the sampling method is based on chance selection, it is possible that the results do not represent all Robucca Café users as a whole.The study's results can also be affected by the traits and tastes of the customers who take part.This study examines the physical environment and food quality toward customer satisfaction at Robucca Café.Further study should be conducted to identify other factors that may also contribute to customer satisfaction at Robucca Café.

Figure 1
Figure 1 Research Framework

Table 3 Age of Respondent
Based on the table above, the 15-20 year age group is 7 people or 11.7%, the 20-35 year age group is 51 people or equal.85%, the age group of 35-40 years is 2 people or 3.3%, while there is no age group of 40-45 years who are the respondents in this study.It can be concluded that the majority of visitors at the Robucca café from March 1 to April 30 who were respondents in this study were aged 20-35 years, namely 51 people or 85%.

Table 9 t
Test