PENGARUH KUALITAS PRODUK, STRATEGI HARGA, PENGALAMAN BELANJA DAN STORE ATHMOSFER TERHADAP KEPUASAN PELANGGAN DI BASRI SHOP

MUNAWAROH, NPM 2101300324 (2025) PENGARUH KUALITAS PRODUK, STRATEGI HARGA, PENGALAMAN BELANJA DAN STORE ATHMOSFER TERHADAP KEPUASAN PELANGGAN DI BASRI SHOP. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1437-1444. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, strategi harga, pengalaman belanja, dan store atmosphere terhadap kepuasan pelanggan pada Basri Shop di Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan teknik purposive sampling. Data dikumpulkan melalui kuesioner kepada 96 responden yang merupakan pelanggan Basri Shop. Analisis data dilakukan dengan regresi linier berganda menggunakan aplikasi SPSS versi 23. Hasil penelitian menunjukkan bahwa keempat variabel independen, yaitu kualitas produk, strategi harga, pengalaman belanja, dan store atmosphere berpengaruh positif dan signifikan terhadap kepuasan pelanggan, baik secara parsial maupun simultan. Kualitas produk memiliki pengaruh dominan terhadap kepuasan pelanggan. Temuan ini mengindikasikan pentingnya peningkatan mutu produk, penerapan strategi harga yang kompetitif, penciptaan pengalaman belanja yang menyenangkan, serta pengelolaan suasana toko yang menarik untuk meningkatkan loyalitas dan kepuasan pelanggan di sektor ritel. Penelitian ini dilakukan pada tahun 2025. Kata Kunci: Kualitas Produk, Strategi Harga, Pengalaman Belanja, Store Atmosphere, Kepuasan Pelanggan, Ritel ===================================================================================================== This study aims to analyze the influence of product quality, pricing strategy, shopping experience, and store atmosphere on customer satisfaction at Basri Shop in Rantauprapat. A quantitative approach was employed using a survey method and purposive sampling technique. Data were collected through questionnaires distributed to 96 respondents who were customers of Basri Shop. The data were analyzed using multiple linear regression with SPSS version 23. The results indicate that all four independent variables—product quality, pricing strategy, shopping experience, and store atmosphere—have a positive and significant effect on customer satisfaction, both partially and simultaneously. Among these, product quality was found to be the most influential factor. These findings highlight the importance of enhancing product quality, implementing competitive pricing strategies, creating a pleasant shopping experience, and managing an engaging store atmosphere to boost customer satisfaction and loyalty in the retail sector. The study was conducted in 2025. Keywords : Product Quality, Pricing Strategy, Shopping Experience, Store Atmosphere, Customer Satisfaction, Retail

Item Type:	Article
Uncontrolled Keywords:	Kualitas Produk, Strategi Harga, Pengalaman Belanja, Store Atmosphere, Kepuasan Pelanggan, Ritel ======================Product Quality, Pricing Strategy, Shopping Experience, Store Atmosphere, Customer Satisfaction, Retail
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	18 Jun 2025 03:14
Last Modified:	18 Jun 2025 03:14
URI:	http://repository.ulb.ac.id/id/eprint/1486

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