Pengaruh Brand Image, Persepsi Harga, Kualitas Produk, dan Fasilitas Terhadap Kepuasan Konsumen Alfamart di Pogot

Saragih, Yeremia Febriyanty Millenia (2025) Pengaruh Brand Image, Persepsi Harga, Kualitas Produk, dan Fasilitas Terhadap Kepuasan Konsumen Alfamart di Pogot. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Pertumbuhan ritel modern di Indonesia memunculkan persaingan yang semakin ketat, sehingga perusahaan perlu memahami faktor-faktor yang memengaruhi kepuasan konsumen. Alfamart sebagai jaringan minimarket nasional harus mampu menjaga kualitas pelayanan guna mempertahankan loyalitas pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Persepsi Harga, Kualitas Produk, dan Fasilitas terhadap Kepuasan Konsumen di Alfamart Pogot Surabaya. Jenis penelitian ini menggunakan pendekatan kuantitatif dengan metode Non-Probability Sampling melalui Teknik Purposive Sampling. Sampel dalam penelitian ini sebanyak 100 responden yang merupakan konsumen Alfamart Pogot dan pengguna aplikasi Alfagift. Teknik analisis data yang digunakan adalah regresi linier berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa Brand Image (X1) berpengaruh secara positif dan signifikan terhadap Kepuasan Konsumen (Y), Persepsi Harga (X2) tidak berpengaruh signifikan terhadap Kepuasan Konsumen (Y), Kualitas Produk (X3) berpengaruh secara positif dan signifikan terhadap Kepuasan Konsumen (Y), dan Fasilitas (X4) tidak berpengaruh signifikan terhadap Kepuasan Konsumen (Y). Secara simultan, keempat variabel independen berpengaruh positif dan signifikan terhadap Kepuasan Konsumen (Y).

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