RIZKI AMELIA RITONGA, NPM 2101100136 (2025) PENGARUH PERSEPSI HARGA, SUASANA TOKO, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA TOKO ELEKTRONIK PALAPA========================THE INFLUENCE OF PRICE PERCEPTION, STORE ATMOSPHERE, PROMOTION, AND SERVICE QUALITY ON CONSUMER SATISFACTION AT PALAPA ELECTRONICS STORE01 APRIL 2025 MANAJEMEN. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (6). pp. 3201-3215. ISSN 2807-2219(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, suasana toko, promosi, dan kualitas pelayanan terhadap kepuasan konsumen pada Toko Elektronik Palapa Sigambal. Latar belakang dari penelitian ini adalah pentingnya pemahaman terhadap faktor-faktor yang mempengaruhi kepuasan konsumen sebagai dasar untuk meningkatkan penjualan dan daya saing bisnis. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen, kemudian dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, hanya Promosi yang berpengaruh secara signifikan, sedangkan Persepsi Harga, Suasana Toko, dan Kualitas Pelayanan berpengaruh tidak signifikan terhadap Kepuasan Konsumen. Secara Serempak Persepsi Harga, Suasana Toko, Promosi, dan Kualitas Pelayanan berpengaruh Positif terhadap Kepuasan Konsumen. Temuan ini mengindikasikan bahwa perusahaan perlu mengelola harga secara kompetitif, menciptakan suasana toko yang nyaman, meningkatkan promosi yang menarik, serta meningkatkan kualitas pelayanan untuk mencapai kepuasan konsumen yang optimal. Kata Kunci: Kepuasan Konsumen, Persepsi Harga, Suasana Toko, Promosi, Kualitas Pelayanan ======================================== This study aims to analyze the influence of price perception, store atmosphere, promotion, and service quality on consumer satisfaction at Palapa Sigambal Electronics Store. The background of this study is the importance of understanding the factors that influence consumer satisfaction as a basis for increasing sales and business competitiveness. The research method is quantitative and survey-based. Data were collected through questionnaires distributed to consumers and then analyzed using multiple linear regression. The results indicate that, partially, only Promotion has a significant effect, while Price Perception, Store Atmosphere, and Service Quality have no significant effect on Consumer Satisfaction. Simultaneously, Price Perception, Store Atmosphere, Promotion, and Service Quality have a positive effect on Consumer Satisfaction. These findings indicate that companies need to manage prices competitively, create a comfortable store atmosphere, increase attractive promotions, and improve service quality to achieve optimal consumer satisfaction. Keywords: Consumer Satisfaction, Price Perception, Store Atmosphere, Promotion, Service Quality
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kepuasan Konsumen, Persepsi Harga, Suasana Toko, Promosi, Kualitas Pelayanan=============Consumer Satisfaction, Price Perception, Store Atmosphere, Promotion, Service Quality |
| 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: | 06 Apr 2026 04:09 |
| Last Modified: | 06 Apr 2026 04:09 |
| URI: | http://repository.ulb.ac.id/id/eprint/2112 |
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