Anggreani, Silvia (2026) Pengaruh Price Discount, Service Quality, Dan Store Atmosphere Terhadap Customer Satisfaction Alfamart di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
General Background Modern retail growth in Indonesia continues to accelerate, driven by changes in consumption patterns, urbanization, and rising purchasing power, which intensifies competition and shifts strategic focus toward customer satisfaction. Specific Background In this context, Alfamart as a leading retail chain in Surabaya faces operational challenges such as inconsistent price discount information, variations in service quality, and differences in store atmosphere across outlets that shape customer experience. Knowledge Gap Previous studies often examine pricing, service, and environmental factors separately or in different locations, resulting in limited integrated empirical evidence within a single analytical framework in modern retail settings. Aims the focus of this study is to evaluate the impact of price discount, service quality, and store atmosphere on customer satisfaction, both partially and simultaneously. Results Using a quantitative approach with survey data from 100 respondents and multiple linear regression analysis processed through IBM SPSS Statistics 29, the findings indicate that all independent variables have a positive and significant effect on customer satisfaction. Novelty This study provides an integrated empirical model combining price strategy, service performance, and physical store environment within a single framework in the context of modern retail in Surabaya. Implications The findings highlight that consistent pricing strategies, high service standards, and well-managed store atmosphere are critical to improving customer satisfaction and sustaining customer loyalty in competitive retail environments. Keywords: Price Discount, Service Quality, Store Atmosphere, Customer Satisfaction
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Silvia Anggreani | ||||||||
| Date Deposited: | 25 May 2026 03:38 | ||||||||
| Last Modified: | 25 May 2026 03:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52372 |
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