Putra, Deden Andika (2023) Analisis Pengaruh Lingkungan Toko, Variasi Produk, Promosi Penjualan, Dan Layanan Tenaga Penjualan, Terhadap Kepuasan Konsumen (studi Kasus Alfamart Jl. Hangtuah2 Di Kota Duri). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of the store environment, product variety, sales promotion, and sales force services, on consumer satisfaction at Alfamart Hangtuah 2. This type of research is descriptive quantitative. The population in this study are customers who shop at least 4 times per month at this store with a total of 100 respondents. Sampling technique using accidental technique. Primary data was collected using a questionnaire, secondary data using interviews, observation and documentation. all independent variables store environment variables, product variety, sales promotion, and sales force service together have a significant effect on consumer satisfaction at Alfamart jln. Hangtuah2 In the city of thorns. This result is explained by the value of Fcount>Ftable, namely 24.253>3.09, and the sig value <0.05.

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