Determinants of Customer Satisfaction in Retail: The Effects of Service Quality, Digital Promotion, and Store Atmosphere at Sunan Drajat Department Store

Abstract

This study analyzes the influence of service quality, digital promotion, and store atmosphere on customer satisfaction at CV Toserba Sunan Drajat, Montong Branch, a local retail business based in an Islamic boarding school. The study employed a quantitative approach with an associative research design, involving 101 respondents selected through purposive sampling. Data were collected via questionnaires and analyzed using instrument tests, classical assumption tests, multiple linear regression, partial and simultaneous tests, and the coefficient of determination with the aid of SPSS. The results indicate that service quality and store atmosphere have a positive and significant effect on customer satisfaction, whereas digital promotion has no significant effect. Simultaneously, all three variables significantly affect customer satisfaction.