Analisis Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen pada Usaha Ritel Wakaf Mart

Dimas Dwi Septian, Nurhasan Nurhasan, Santoso Santoso, Rizky Muyasar

Abstract


This study aims to determine the influence of service quality and price on customer satisfaction at Wakaf Mart Yayasan Al Ikhlas Citra Utama. The study employs a quantitative approach using descriptive and associative methods. The population consists of Wakaf Mart Yayasan Al Ikhlas Citra Utama consumers, with a sample size of 96 respondents determined using the Lemeshow formula and the accidental sampling technique. Data collection was conducted through observation, documentation, and questionnaires. Data analysis involved descriptive analysis, validity testing, reliability testing, classical assumption testing, t-tests, F-tests, multiple linear regression analysis, and the coefficient of determination. The results indicate that Service Quality (X₁) has a positive and significant effect on Consumer Satisfaction (Y), with a calculated t-value of 7.737 (> 1.985) and a significance value of 0.000 (< 0.05). Price (X₂) also has a positive and significant effect on Consumer Satisfaction (Y), with a calculated t-value of 9.875 (> 1.985) and a significance value of 0.000 (< 0.05). Simultaneously, Service Quality and Price have a positive and significant effect on Consumer Satisfaction, with a calculated F-value of 56.252 (> 3.09) and a significance value of 0.000 (< 0.05). The coefficient of determination test results show an Adjusted R-Square value of 0.538, indicating that Service Quality and Price explain 53.8% of the variation in Consumer Satisfaction, while the remaining 46.2% is explained by factors outside the scope of this study.

Keywords


Consumers; Shopping Experience; Consumer Behavior; Retail Business

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DOI: http://dx.doi.org/10.33087/jmas.v11i2.2454

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