PENGARUH SERVIESCAPE, HARGA, WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA TOKO NATIONAL ELEKTRONIK RANTAUPRAPAT

Abstract

This study attempts to ascertain and examine the impact of servicescape, price, word of mouth, and brand image on customer satisfaction at the National Electronics Rantauprapat Store. The methodology of this study is quantitative. This study will focus on 214 respondents who are customers of the National Electronics Rantauprapat Store, as determined based on customer data collected in February 2025. The Slovin formula combined with a probability sampling approach is the sampling strategy used in this study. This means that 139 responses are needed for sampling. This study uses a Likert scale questionnaire, documentation, and observation as data collection methods. Traditional assumption tests, such as heteroscedasticity, multicollinearity, and data normality tests, are used in this study. Partial (t), simultaneous (F), and coefficient of determination tests are used to evaluate multiple linear regression analysis. Servicescape, price, word of mouth, and brand image partially and simultaneously affect customer satisfaction at the National Electronics Rantauprapat Store, according to the research findings