Efforts to Increase Retail Customer Satisfaction

International Journal of Economics and Management Studies

© 2020 by SSRG - IJEMS Journal

Volume 7 Issue 7

Year of Publication : 2020

Authors : Nurul Qomariah, Achmad Fahrurrozi, Yusron Rozzaid

10.14445/23939125/IJEMS-V7I7P105

How to Cite?

Nurul Qomariah, Achmad Fahrurrozi, Yusron Rozzaid, "Efforts to Increase Retail Customer Satisfaction," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 7, pp. 23-29, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I7P105

Abstract:

Modern retail business in Indonesia is currently growing more rapidly along with advances in science and technology. Basmalah is a newcomer engaged in the retail sector who also competes in the retail business even though it is still within the scope of East Java. The purpose of the study was to analyze and test the effect of service quality, store atmosphere, and price on customer satisfaction at the Basmalah Pakusari Jember retail. This research is associative research. The population used in this study is the consumers Basmalah Pakusari Jember, with a total sample of 90 respondents. This analysis tool uses multiple linear regression with SPSS software. Statistical test results show the quality of service, store atmosphere, and price affects customer satisfaction Retail Basmalah Pakusari Jember. The coefficient of determination test shows that 38.5% of customer satisfaction Retail Pakusari Basmalah Jember influenced service quality, store atmosphere, and price. At the same time, 61.5% is the contribution of other variables not observed in this study, such as promotion, product quality, location, etc.

Keywords:

 Service quality, store atmosphere, and price, Retail Basmalah.

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