PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA TOKO TERHADAP KEPUASAN KONSUMEN TOKO RITEL (Studi Kasus Toko Jati Jepara Samarinda)

Abstract

Consumer satisfaction is an important factor in winning the competition, so every company tries to optimize all factors that can increase the value of consumer satisfaction. Intense competition in the retail business cannot be separated from the proliferation of shopping centers, both local, national and international, with various scales and targeted segments. The aim of this research is to determine the influence of product quality, service quality and store image on consumer satisfaction at the Jati Jepara Samarinda Store. The theories used in this research are about marketing strategy, marketing management, product quality, service quality and store image which influence consumer decisions. The type of research used is quantitative description with the analysis used is multiple linear regression. The results of the research state that the results of simultaneous testing can be concluded that the variables of product quality, service quality and store image together (simultaneously) have a significant positive effect on consumer satisfaction at the Jati Jepara Samarinda Store.