PENGARUH KUALITAS PRODUK, HARGA, TEMPAT DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN PADA KEDAI KIDAL SURABAYA

Abstract

This research aimed to find out, analyze, and examine the effect of product, price, place, and store atmosphere on customer satisfaction at Kidal store Surabaya, located in jl. Luntas no.1 pacar keling, Surabaya. As one of the companies’ objectives, having good product quality can affect the business sustainability of Kidal store Surabaya. Moreover, the population was customers who had visited and were satisfied with the service by Kidal Store Surabaya. The data collection technique used non-probability sampling. Furthermore, the sampling technique used purposive sampling. In line with that, there were 100 respondens who fulfilled the criteria as the sample. Additionally, the data analysis technique used an instrument test with validity and reliability tests, classical assumption test, and multiple linear regression with SPSS 25 (statistical Product and Service Solution). Additionally, the result showed that both product quality and store atmosphere had a significant effect on customers’ satisfaction in the Kidal store Surabaya. On the other hand, price and place had an insignificant effect on the customers’ satisfaction in the Kidal store Surabaya.