Pengaruh Harga Terhadap Kepuasan Konsumen Nanostore Studi pada Kota Cimahi
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Abstract
Tujuan penelitian ini untuk mengetahui dan menganalisis pengaruh harga barang terhadap kepuasan konsumen pada ritel tradisional kelas nanostore di Kota Cimahi. Metode penelitian yang digunakan ialah deskriptif kuantitatif, data primer dikumpulkan melalui penyebaran kuesioner terhadap 410 orang responden serta analisis data menggunakan analisis deskriptif dan regresi linear sederhana. Hasil penelitian mengungkapkan bahwa harga berpengaruh sebesar 58,2% terhadap kepuasan konsumen. Ditemukan juga bahwa harga berpengaruh positif terhadap kepuasan konsumen sehingga semakin baik harga yang ditawarkan oleh pedagang nanostore maka semakin tinggi tingkat kepuasan konsumen setelah melakukan pembelian.
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