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All Journal Edukasi : Jurnal Penelitian dan Artikel Pendidikan Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat Cakrawala Repositori Imwi Jurnal Abdimas Kartika Wijayakusuma Bulletin of Community Engagement Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Islamic Economics and Business JRAP (Jurnal Riset Akuntansi dan Perpajakan) Seri Mitra (Refleksi Ilmiah Pastoral) Sinergi International Journal of Management and Business Multifinance Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Banking & Management Review
Ryan Kurniawan
Jurusan Fisika, Fakultas Sains dan Matematika, Universitas Diponegoro, Semarang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Journal of Islamic Economics and Business

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The Appeal of Modern Retail: Evaluation of Location, Price, and Product Diversity as a Determinant of Consumer Satisfaction Fauzi, Rifky; Kurniawan, Ryan
Journal of Islamic Economics and Business Vol. 4 No. 2 (2024): Journal of Islamic Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Islam

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Abstract

This study aims to analyze the effect of location, price, and product diversity on customer satisfaction at Alfamart in Bandung Regency. The background of this research is based on the rapid development of modern retail and the importance of marketing factors in maintaining customer satisfaction. Strategic location, competitive pricing, and the provision of diverse products are believed to be important elements in attracting and retaining customers. The research method used is quantitative with a descriptive approach. Data were collected through distributing questionnaires to 210 Alfamart consumer respondents, then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) Version 3.2.9 method. The results showed that partially and simultaneously, the variables of location, price, and product diversity had a significant effect on customer satisfaction. This finding indicates that the more strategic the location of the store, the more affordable the price, and the more diverse the products offered, the higher the level of customer satisfaction. The practical implication of this research is the need for a marketing strategy that focuses on improving store accessibility, adjusting prices to consumer purchasing power, and diversifying products in accordance with local market needs.
Co-Authors Akmal, Diky Aulia Ary Setyawan Bestari, Dinda Kayani Putri Budi Wibowotomo Dalimunthe, Gallang Perdhana Didik Dwi Prasetya Djumari Djumari Falah, Moh Zainul Fauzi, Rifky Hafid, Ahmad Hasan Ismail Haura Khairunnisa Iskandar Syah, Abdullah Kahfi Cakra Wiguna Latifah, Ifa Lisdayanti, Annisa Mariana Rachmawati Matahari, Riki Mohamad Rodhi Faiz Mufti, Aya Shofia Padmakusumah, Rizal Ramdan Pratami, Ni Putu Nurwita Rahayu, Dwi Lestari Rashela, Windy Rasidi, Rasidi Rasidi, Rasidi Ridha Amalia Sholehat Solihin, Ismail Suganda, Uce Suganda, Uce Karna Sugiyadi, Sugiyadi Sugiyadi, Sugiyadi Sujito Sujito Sukmanadya, Yurissa Wahyu Tri Handoko Widina Zainul Falah, Moh. Zenaludin, Yedi Zulkarnain Zulkarnain