AIDA SABRINA, NPM 2101100013 (2025) PENGARUH VARIASI PRODUK, SERVICESCAPE, PROMOSI DIGITAL DAN STORE ATMOSPHERE TERHADAP KEPUASAN KONSUMEN PADA USAHA DAGANG (UD) IDA RANTAUPRAPAT. Tugas_Akhir(Artikel) Indonesian Research Journal On Education, 5 (5). pp. 220-226. ISSN 2775 – 8672 (e-ISSN) 2775 – 9482(p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh variasi produk, servicescape, promosi digital, dan store atmosphere terhadap kepuasan konsumen pada Usaha Dagang (UD) Ida Rantauprapat. Penelitian menggunakan metode kuantitatif dengan teknik sampling jenuh, sehingga seluruh populasi yang berjumlah 42 konsumen dijadikan sampel. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan IBM SPSS dengan uji t, uji F, dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial variasi produk (t-hitung = 2,058; sig. 0,047), servicescape (t hitung = 2,113; sig. 0,041), promosi digital (t-hitung = 3,081; sig. 0,004), dan store atmosphere (t hitung = 3,346; sig. 0,002) berpengaruh positif dan signifikan terhadap kepuasan konsumen. Secara simultan, keempat variabel tersebut berpengaruh positif dan signifikan terhadap kepuasan konsumen (F-hitung = 22,548; sig. 0,001). Temuan ini mengindikasikan bahwa strategi pemasaran yang mengintegrasikan variasi produk yang beragam, lingkungan fisik toko yang nyaman, promosi digital yang efektif, dan suasana toko yang menyenangkan mampu meningkatkan kepuasan konsumen. Implikasi praktis dari penelitian ini adalah perlunya manajemen UD Ida Rantauprapat melakukan evaluasi dan inovasi berkelanjutan pada keempat aspek tersebut guna mempertahankan loyalitas pelanggan di tengah persaingan pasar yang ketat. Kata Kunci: Variasi Produk, Servicescape, Promosi Digital, Store Atmosphere, Kepuasan Konsumen ================================================================================================= This study aims to analyze the effect of product variety, servicescape, digital promotion, and store atmosphere on customer satisfaction at Ida Rantauprapat Trading Enterprise (UD). The study used a quantitative method with a saturated sampling technique, thus the entire population of 42 consumers was sampled. Data were collected through a questionnaire and analyzed using IBM SPSS with t-tests, F-tests, and multiple linear regression analysis. The results showed that partially, product variety (t-count = 2.058; sig. 0.047), servicescape (t-count = 2.113; sig. 0.041), digital promotion (t-count = 3.081; sig. 0.004), and store atmosphere (t-count = 3.346; sig. 0.002) had a positive and significant effect on customer satisfaction. Simultaneously, all four variables had a positive and significant effect on customer satisfaction (F-count = 22.548; sig. 0.001). These findings indicate that a marketing strategy that integrates diverse product variety, a comfortable physical store environment, effective digital promotions, and a pleasant store atmosphere can increase customer satisfaction. The practical implication of this research is the need for UD Ida Rantauprapat management to continuously evaluate and innovate these four aspects to maintain customer loyalty amidst intense market competition. Keyword: Product Variety, Servicescape, Digital Promotions, Store Atmosphere, Customer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Variasi Produk, Servicescape, Promosi Digital, Store Atmosphere, Kepuasan Konsumen=============Product Variety, Servicescape, Digital Promotions, Store Atmosphere, Customer Satisfaction |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 01 Dec 2025 03:46 |
| Last Modified: | 01 Dec 2025 03:46 |
| URI: | http://repository.ulb.ac.id/id/eprint/2002 |
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