PENGARUH KERAGAMAN PRODUK, KETERSEDIAAN DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI HIKMAH MART JAJAR WATES

Abstract

Trading businesses that use marketing strategies to achieve customer satisfaction by providing product diversity, availability and good service quality are Hikmah Mart. This trading business is owned by individuals by serving various consumer needs, such as providing household needs, basic necessities, various types of food and beverages. Hikmah Mart has a very varied product diversity, but there are several types of products that are not yet available there. At Hikmah Mart, the availability of products is sufficient but the sales layout is not strategic so that customers have difficulty finding the products they need. In addition, it also provides the same quality of service, but the waiter is less responsive in dealing with consumer complaints. This research is a quantitative research. The research location is at Hikmah Mart Jajar Kec. Wates Kab. Kediri. The population in this study were 900 consumers. The sample in this study were 80 consumers with the Malhotra sampling technique. The analysis technique used is validity and reliability test, classical assumption test, and hypothesis testing. Partially, the product diversity variable (X1) has a significant effect on the consumer satisfaction variable (Y). Partially availability (X2) has a significant effect on consumer satisfaction (Y). partially service quality (X3) has a partial influence on the variable customer satisfaction (Y). Simultaneously product diversity (X1), availability (X2), and service quality (X3) affect consumer satisfaction (Y).