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Pengaruh Store Atmosphere, Inovasi Produk, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Indomaret Kota Palembang

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Alyca Lesmana(1Mail),
(1) Universitas Katolik Musi Charitas,

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Available online: 2025-01-14  |  Published : 2025-01-14
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Abstract


This study aims to determine the influence of store atmosphere, product innovation, and service quality on customer satisfaction at Indomaret in Palembang City. The data collection technique employed was purposive sampling, by selecting respondents to fill out a Google Form questionnaire based on the required criteria for eligible respondents. A total of 102 respondents who met the researcher's desired criteria participated in the study. The analysis technique used was multiple linear regression analysis with statistical testing. Data collection was conducted using a Likert-scale questionnaire. The results of the study, based on the (t-test), indicate that the store atmosphere, product innovation, and service quality at Indomaret in Palembang have a positive and significant effect on customer satisfaction. The expected benefit of this research is that PT Indomarco Prismatama can maintain the store atmosphere and service quality at Indomaret to retain loyal customers and increase sales. Additionally, consumer feedback was collected through the questionnaire and research findings.


Keywords


Store Atmosphere, Service Quality, Product Innovation, Customer Satisfaction

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