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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS
Epianus Lahagu
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Decision Sciences, Operations Research & Management

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ANALYSIS OF SERVICE QUALITY AND PRICE ON PRODUCTS PURCHASE DECISIONS AT CITIMART GUNUNGSTOLI Epianus Lahagu; Yuterlin Zalukhu; Edward Harefa
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1218

Abstract

The quality of service and product prices offered by retail businesses will greatly affect the ability to compete in an effort to dominate the market. The purpose of this research is to examine the effect of service quality and product price on customer satisfaction simultaneously and partially at Citimart Gunungsitoli. This research is a quantitative correlational research method. The sample in this study was 67 customers at Citimart Gunungsitoli. Methods of data collection using interviews and questionnaires. Data analysis was performed by multiple linear regression analysis. The results obtained in the study indicate that service quality and customer value have a significant effect on customer satisfaction, and product prices have a positive and significant effect on customer satisfaction at Citimart Gunungsitoli. These findings provide consideration for Citimart Gunungsitoli in preparing the best strategy to be able to retain customers and their presence in the retail business competition.
Co-Authors Edward Harefa Yuterlin Zalukhu