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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Camelia
Universitas Trunojoyo Madura
Education

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PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI TOKO WN TELANG PADA MAHASISWA UNIVERSITAS TRUNOJOYO MADURA Camelia; Triana Setiyarini
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 11 No. 04 (2026): Volume 11 No. 04 Desember 2025 In Build
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v11i04.8853

Abstract

This study analyzes the phenomenon occurring at Toko WN Telang, Madura, which shows a reliance of customers on competitive pricing in determining their satisfaction. However, the aspect of service quality appears to be overlooked, despite its importance in creating a satisfying shopping experience. This research aims to analyze the impact of price and service quality on customer satisfaction at Toko WN Telang. The method used is quantitative with a multiple linear regression approach, involving 60 respondents from Universitas Trunojoyo Madura. Data was analyzed using SmartPLS 4 software. The results indicate that price has a significant effect on customer satisfaction, while service quality does not have a significant impact. This study provides new contributions by recommending that store owners enhance friendliness and attentiveness in service to strengthen customer satisfaction and loyalty. These findings can serve as a reference for retail business strategies to enhance competitiveness in a competitive market.
Co-Authors Triana Setiyarini