PENGARUH BRAND AWARENESS, CUSTOMER VALUE, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION K3MART CABANG DHARMAHUSADA SURABAYA

Faridah, Nur (2026) PENGARUH BRAND AWARENESS, CUSTOMER VALUE, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION K3MART CABANG DHARMAHUSADA SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh Brand Awereness, Customer Value, dan Service Quality terhadap Customer Satisfaction di K3mart Cabang Dharmahusada Surabaya. Latar belakang ini muncul dari meningkatnya persaingan ritel modern yang menuntut perusahaan memahami faktor-faktor yang mampu meningkatkan kepuasan pelanggan. Metode penelitian yang digunakan adalah kuantitatif deskriptif, dengan data primer yang dikumpulkan melalui kuesioner berskala Likert kepada 100 responden yang pernah melakukan pembelian di K3mart. Analisis data dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda uji t, uji F, dan uji koefisien determinasi. Hasil penelitian memperlihatkan bahwa Brand Awereness tidak memberikan pengaruh signifikan terhadap Customer Satisfaction. Di sisi lain, Customer Value dan Service Quality ditemukan berpengaruh signifikan terhadap tingkat kepuasan pelanggan. Secara keseluruhan, ketiga variabel independen memberikan pengaruh signifikan terhadap variabel dependen dengan nilai R2 sebesar 0,827, yang mengindikasikan bahwa 82,7% perubahan pada Customer Satisfaction dijelaskan oleh ketiga variabel tersebut. Temuan ini menunjukkan bahwa nilai yang diterima pelanggan serta kualitas pelayanan memiliki peran yang lebih dominan dibandingkan kesadaran merek dalam membentuk kepuasan pelanggan.

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