PENGARUH PERSEPSI HARGA DAN VARIASI PRODUK TERHADAP KEPUASAN KONSUMEN (Survei Pada Toko Ritel Arzun Mart Tasikmalaya)

Abstract

The increasingly competitive retail business environment requires business owners to implement effective marketing strategies to enhance consumer satisfaction. One strategy that can be adopted was to establish a positive price perception and provide a comprehensive product variety that meets consumer needs. This study aims to analyze the effect of price perception and product variety, both simultaneously and partially, on consumer satisfaction at Arzun Mart Retail Store, Tasikmalaya. This research employed a quantitative method with a causal approach. The sampling technique used was purposive sampling, involving 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 26. The results indicate that price perception and product variety have a positive and significant effect on consumer satisfaction, both simultaneously and partially. The better the consumers' perception of prices and the more comprehensive the product variety offered, the higher the level of consumer satisfaction at Arzun Mart Retail Store, Tasikmalaya.