THE INFLUENCE OF PRODUCT VARIETY, PRICE, AND SERVICE QUALITY ON CUSTOMER SATISFACTION (STUDY AT NANDA STORE

Enggi Anggreini Safitri; Henny Mahmudah; Evi Yulia; Diah Ayu Novitasari

THE INFLUENCE OF PRODUCT VARIETY, PRICE, AND SERVICE QUALITY ON CUSTOMER SATISFACTION (STUDY AT NANDA STORE

Authors

Enggi Anggreini Safitri Universitas Islam Lamongan
Henny Mahmudah Universitas Islam Lamongan
Evi Yulia Universitas Islam Lamongan
Diah Ayu Novitasari Universitas Islam Lamongan

Keywords:

Product Variety, Price, Service Quality, Customer Satisfaction

Abstract

This study aims to analyze the influence of product variety, price, and service quality on customer satisfaction at Nanda Store. This research employed a quantitative approach with a random sampling technique involving 95 respondents. Data were analyzed using multiple linear regression, validity and reliability tests, t-test, and F-test. The results indicate that product variety and price have a positive and significant effect on customer satisfaction, while service quality has no significant partial effect. Simultaneously product variety, price, and service quality significantly influence customer satisfaction. Product variety is the most dominant variable affecting customer satisfaction. These findings provide practical insights for Nanda Store to improve customer satisfaction by offering more diverse products and competitive pricing

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Published

2026-10-20

How to Cite

Anggreini Safitri, E., Mahmudah, H., Yulia, E., & Ayu Novitasari, D. (2026). THE INFLUENCE OF PRODUCT VARIETY, PRICE, AND SERVICE QUALITY ON CUSTOMER SATISFACTION (STUDY AT NANDA STORE. JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 548–555. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2928