Pengaruh kualitas layanan, store atmosphere, dan price fairness terhadap kepuasan pelanggan pada toko keramik dan bangunan Tanjungpinang
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Abstract
This study aims to analyze the influence of service quality, store atmosphere, and price fairness on customer satisfaction. The population of this study consists of all consumers at the ceramic and building store in Tanjungpinang. The sample for this study was collected using convenience sampling, resulting in 305 respondents who were chosen as the research sample based on the desired criteria. The data analysis method used in this study is the Structural Equation Model (SEM) and hypothesis testing using SmartPLS software. The results of this study conclude that service quality, store atmosphere, and price fairness variables have a positive and significant influence on the dependent variable, customer satisfaction.
Penelitian ini memiliki tujuan untuk menganalisis apakah variabel kualitas layanan, store atmosphere, dan price fairness terhadap kepuasan pelanggan. Penelitian ini menggunakan populasi dari seluruh konsumen pada toko keramik dan bangunan Tanjungpinang. Sampel dari penelitian ini dikumpulkan dengan cara convenience sampling yang menghasilkan 305 responden yang dijadikan sampel penelitian ini yang sesuai dengan kriteria yang diinginkan peneliti. Metode analisis data yang digunakan di penelitian ini adalah SEM (Structural Equation Model) dan uji hipotesis pada software SmartPLS. Hasil dari penelitian ini menyimpulkan bahwa variabel kualitas layanan, store atmosphere, dan price fairness memiliki pengaruh yang positif dan signifikan terhadap variabel dependen kepuasan pelanggan.
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