Pengaruh Persepsi Harga dan Atmosfer Toko terhadap Kepuasan Pelanggan
DOI:
https://doi.org/10.30872/jkin.v21i1.14747Keywords:
Persepsi harga, atmosfer toko, kepuasan pelanggan, UMKMAbstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari persepsi harga dan atmosfer toko terhadap kepuasan pelanggan pada UMKM Gallery Sport di Samarinda, Indonesia. Populasi pada penelitian ini merupakan pelanggan Gallery Sport pada tahun 2021. Jumlah sampel yang digunakan sebanyak 100 orang dengan teknik pengambilan sampel menggunakan purposive sampling yang datanya diperoleh melalui penyebaran kuesioner melalui Google Form. Analisis dilakukan dengan cara regresi linear berganda dengan menggunakan Software SPSS versi 24. Hasil penelitian membuktikan bahwa persepsi harga dan atmosfer toko berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Semakin tinggi performa dari persepsi harga dan atmosfer toko, maka tingkat kepuasan pelanggan juga meningkat. Hasil dari penelitian ini juga dapat dimanfaatkan oleh UMKM untuk mengembangkan bisnis agar lebih maju dan berkembang.
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