PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI TOKO WN TELANG PADA MAHASISWA UNIVERSITAS TRUNOJOYO MADURA
Abstract
This study analyzes the phenomenon occurring at Toko WN Telang, Madura, which shows a reliance of customers on competitive pricing in determining their satisfaction. However, the aspect of service quality appears to be overlooked, despite its importance in creating a satisfying shopping experience. This research aims to analyze the impact of price and service quality on customer satisfaction at Toko WN Telang. The method used is quantitative with a multiple linear regression approach, involving 60 respondents from Universitas Trunojoyo Madura. Data was analyzed using SmartPLS 4 software. The results indicate that price has a significant effect on customer satisfaction, while service quality does not have a significant impact. This study provides new contributions by recommending that store owners enhance friendliness and attentiveness in service to strengthen customer satisfaction and loyalty. These findings can serve as a reference for retail business strategies to enhance competitiveness in a competitive market.
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