PENGARUH KUALITAS PRODUK, SERVICESCAPE, CITRA MEREK DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA TOKO HANDPHONE DI RANTAUPRAPAT

NUR HARDI YANTI HASIBUAN, NPM 2101100116 (2025) PENGARUH KUALITAS PRODUK, SERVICESCAPE, CITRA MEREK DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA TOKO HANDPHONE DI RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 6 (4). pp. 1754-1773. ISSN 2807-2219 (e-ISSN)

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Abstract

Tujuan – Penelitian ini bertujuan menganalisis pengaruh kualitas produk, servicescape, citra merek, dan harga terhadap kepuasan konsumen pada Toko Lucky Ponsel Rantauprapat, baik secara parsial maupun simultan, serta mengidentifikasi determinan yang paling dominan. Desain/metodologi/pendekatan – Penelitian menggunakan pendekatan kuantitatif dengan desain survei eksplanatori. Sampel berjumlah 96 responden yang ditentukan melalui rumus Lemeshow karena jumlah populasi tidak diketahui dan dipilih dengan teknik purposive sampling berdasarkan kriteria inklusi yang telah ditetapkan. Data dikumpulkan menggunakan kuesioner tertutup berskala Likert lima poin sebanyak 20 item, kemudian dianalisis dengan regresi linear berganda melalui SPSS versi 29 setelah memenuhi uji validitas, reliabilitas, dan uji asumsi klasik. Temuan – Hasil penelitian menunjukkan bahwa kualitas produk (β = 0,213; sig. = 0,003), servicescape (β = 0,144; sig. = 0,028), citra merek (β = 0,506; sig. < 0,001), dan harga (β = 0,283; sig. < 0,001) berpengaruh positif dan signifikan terhadap kepuasan konsumen secara parsial, serta berpengaruh signifikan secara simultan (F = 56,292; sig. < 0,001) dengan adjusted R Square sebesar 0,700. Citra merek merupakan prediktor terkuat, sedangkan servicescape memberikan kontribusi terkecil. Keterbatasan penelitian – Keterbatasan penelitian ini terletak pada penggunaan satu gerai ritel sebagai lokasi penelitian, desain cross-sectional, dan pengukuran yang sepenuhnya bertumpu pada persepsi responden, sehingga generalisasi temuan bersifat terbatas. Implikasi – Secara teoretis, penelitian ini memperluas penerapan expectation-disconfirmation theory dan konsep servicescape pada konteks ritel produk elektronik; secara praktis, pengelola toko perlu memprioritaskan penguatan citra merek dan jaminan keaslian produk sebelum berinvestasi pada penataan fisik gerai. Kebaruan – Kebaruan penelitian ini adalah pengujian keempat determinan secara simultan dalam satu model pada ritel ponsel di kota kabupaten, konteks yang belum banyak dikaji dalam literatur kepuasan konsumen. Kata Kunci: Kualitas Produk, Servicescape, Citra Merek, Harga, Kepuasan Konsumen ================================================================= Purpose – This study aims to analyse the effect of product quality, servicescape, brand image, and price on consumer satisfaction at Lucky Ponsel Store Rantauprapat, both partially and simultaneously, and to identify the most dominant determinant. Design/methodology/approach – A quantitative approach with an explanatory survey design was employed. The sample consisted of 96 respondents determined by the Lemeshow formula, as the population size was unknown, and selected through purposive sampling based on predetermined inclusion criteria. Data were collected using a closed-ended questionnaire of 20 items on a five-point Likert scale and analysed with multiple linear regression in SPSS version 29 after satisfying validity, reliability, and classical assumption tests. Findings – The results show that product quality (β = 0.213; sig. = 0.003), servicescape (β = 0.144; sig. = 0.028), brand image (β = 0.506; sig. < 0.001), and price (β = 0.283; sig. < 0.001) have a positive and significant partial effect on consumer satisfaction, and a significant simultaneous effect (F = 56.292; sig. < 0.001) with an adjusted R Square of 0.700. Brand image is the strongest predictor, whereas servicescape contributes the least. Research limitations – The limitations of this study lie in the use of a single retail outlet as the research site, its cross-sectional design, and its reliance on respondent perceptions, which restricts the generalisability of the findings. Implications – Theoretically, the study extends expectation-disconfirmation theory and the servicescape concept to an electronic-product retail setting; practically, store managers should prioritise strengthening brand image and guaranteeing product authenticity before investing in the physical arrangement of the outlet. Originality – The novelty of this study lies in testing the four determinants simultaneously in a single model within a mobile-phone retail context in a regency town, a setting that remains under-examined in the consumer satisfaction literature. Keywords: Product Quality, Servicescape, Brand Image, Price, Consumer Satisfaction

Item Type:	Article
Uncontrolled Keywords:	Kualitas Produk, Servicescape, Citra Merek, Harga, Kepuasan Konsumen===============Product Quality, Servicescape, Brand Image, Price, Consumer Satisfaction
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	20 Aug 2026 03:51
Last Modified:	20 Aug 2026 03:51
URI:	http://repository.ulb.ac.id/id/eprint/2673

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