THE INFLUENCE OF STORE ATMOSPHERE SERVICE QUALITY AND PRICES ON CONSUMER SATISFACTION AT KENZIE SUPERMARKET IN SELESAI SUBDISTRICT LANGKAT REGENCY

Fayza Yovania Br Sembiring
Rahmaniar
Ikramuddin
Khairina AR

International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Vol. 3 No. 12 (2024): NOVEMBER

This study aims to determine the effect to store atmosphere, service quality, and price on consumer satisfaction at the Kenzie Supermarket Store, Selesai Subdistrict, Langkat Regency. The method used in sample research in non-probability sampling with a propotional approach with 138 respondents. Primary data are obtained by survey and distributing questionsnaires, and secondary data from journals and internet media. The data analysis techniques used are the multiple liniear regression analysis methods, classical assumption testing. Instrument testing (validity and realiability), and hypothesis testing using the SPSS (Statiscal Package For The Social Science) program version 22.0. The simultaneous test results indicate that service quality, store atmosphere, and price affect consumer satisfaction at kenzie supermarkets. In particular,service quality, store atmosphere and price positively and significantly affect consumer satisfaction at kenzie supermarkets in selesai subdistrict, Langkat district.