Pengaruh Serviescape, Harga, Word of Mouth Dan Citra Merek Terhadap Kepuasan Konsumen Pada Toko National Elektronik Rantauprapat

Abstract

This study aims to determine and analyze the influence of servicescape, price, word of mouth, and brand image on consumer satisfaction at the Rantauprapat National Electronics Store. The type of research is quantitative. Consumers at the Rantauprapat National Electronics Store are the population to be studied in this study, namely 214 respondents based on customer data in February 2025. In this study, the sampling technique uses the Slovin formula with the probability sampling method. So, the number of samples needed is 139 respondents. This study uses observation, documentation, and Likert scale questionnaires as data collection methods. This study uses classical assumption tests such as multicollinearity, heteroscedasticity, and data normality tests. The coefficient of determination test, partial (t), and simultaneous (F) tests are used to test multiple linear regression analysis. The results of this study explain that partially and simultaneously servicescape, price, word of mouth, and brand image have an effect on consumer satisfaction at the Rantauprapat National Electronics Store.