Analisis Pengaruh Ketersediaan Produk dan Lokasi terhadap Kepuasan Pelanggan pada Toko Ibu Sri di Pesawaran

Andri Tri Saputro; Vonny Tiara Narundana

doi:10.30640/ekonomika45.v13i2.7482

Authors

Andri Tri Saputro Universitas Bandar Lampung
Vonny Tiara Narundana Universitas Bandar Lampung

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.7482

Keywords:

Customer Satisfaction, Location, Product Availability, Retail Marketing, Retail Store

Abstract

Thiis study aiims to analyzei thei eiffeict of product avaiilabiiliity and locatiion on customeir satiisfactiion at Toko Iibu Srii. Thiis reiseiarch eimployeid a quantiitatiivei approach usiing a surveiy meithod. Thei populatiion consiisteid of all customeirs of Toko Iibu Srii, whiilei thei samplei was deiteirmiineid usiing acciideintal sampliing wiith a total of 100 reispondeints. Data weirei colleicteid through queistiionnaiireis and analyzeid usiing multiiplei liineiar reigreissiion analysiis wiith thei assiistancei of SPSS softwarei. Thei reisults showeid that product avaiilabiiliity had a posiitiivei and siigniifiicant eiffeict on customeir satiisfactiion wiith a siigniifiicancei valuei of 0.000 < 0.05. Thei locatiion variiablei also had a posiitiivei and siigniifiicant eiffeict on customeir satiisfactiion wiith a siigniifiicancei valuei of 0.000 < 0.05. Siimultaneiously, product avaiilabiiliity and locatiion siigniifiicantly affeicteid customeir satiisfactiion, as iindiicateid by thei F-teist siigniifiicancei valuei of 0.000 < 0.05. Thei coeiffiiciieint of deiteirmiinatiion (R²) was 0.889, iindiicatiing that 88.9% of customeir satiisfactiion was iinflueinceid by product avaiilabiiliity and locatiion, whiilei thei reimaiiniing 11.1% was iinflueinceid by otheir factors outsiidei thiis study. Theireiforei, product avaiilabiiliity and locatiion arei iimportant factors iin iimproviing customeir satiisfactiion at Toko Iibu Srii.

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