Affan, Fhaiz Rahman (2025) Pengaruh Variasi Produk Dan Lingkungan Toko Terhadap Kepuasan Konsumen (Studi Kasus Pada Budiman Swalayan Jl. Arifin Ahmad No.58 - Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of product variation and store environment on consumer satisfaction at Budiman Supermarket in Pekanbaru City. This research is quantitative in nature. The population and sample for this study consisted of 100 people using purposive sampling with the Lemeshow formula. The data analysis used was Multiple Linear Analysis. The results of this study show that product variation has a positive and significant impact on consumer satisfaction at Budiman Supermarket in Pekanbaru City. The recap of respondents' answers categorized as Very Good indicates that the product environment has a positive and significant effect on consumer satisfaction at Budiman Supermarket in Pekanbaru City. The recap of respondents' answers categorized as Good.

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