ANALISIS KEPUASAN KONSUMEN DARI FAKTOR LOKASI (Studi Kasus di Toko Fashion by Nabila Kecamatan Kuala Kabupaten Bireuen – Aceh)

ANALYSIS OF CUSTOMER SATISFACTION BY LOCATION FACTORS(Case Study at Nabila Fashion Store, Kuala District, Bireuen Regency, Aceh)

Abstract

In the retail business, customer satisfaction is a key measure of success, reflecting the extent to which the shopping experience meets or exceeds customer expectations. Satisfied customers directly impact business continuity through increased sales, positive reviews, and the creation of customer loyalty. Several factors must be considered to support this satisfaction, including the business's location. This study will analyze the case of the Fashion by Nabila store in Kuala District, Bireuen Regency. This is an associative study with a quantitative approach, and data analysis uses correlation statistics and linear regression. Data were collected using a questionnaire from 100 customers, thus conducting validity and reliability tests. The results found a positive and significant relationship, categorized as quite strong, between location and customer satisfaction. The regression analysis also obtained a location factor coefficient of 0.460, indicating that each one-unit increase in the location variable will increase customer satisfaction by 0.460. The determination result, 0.285, indicates that 28.5% of the variation in customer satisfaction can be explained by the location variable.