What Drives Customer Satisfaction in Fashion Retail? The Effects of Price, Service Quality, and Product Variety in Tuban

Abstract

This study aims to analyze the influence of Price (X1), Service Quality (X2), and Product Variety (X3) on Consumer Satisfaction (Y) at Fashion Retailer Xin Tuban, both partially and simultaneously. The study employs a descriptive quantitative causal approach with 104 consumer respondents selected via purposive sampling. Data were collected through a questionnaire and analyzed using multiple linear regression with the aid of SPSS. The results indicate that Price, Service Quality, and Product Variety each have a positive and significant partial effect on Consumer Satisfaction at Fashion Retailer X in Tuban, with Price being the most dominant variable. Simultaneously, these three variables also have a positive and significant effect on Consumer Satisfaction, explaining 68.6% of the variation in consumer satisfaction.