English

Abstract

Modern retail business in Indonesia is currently growing more rapidly along with advances in science and technology. Basmalah is a newcomer engaged in the retail sector who also competes in the retail business even though it is still within the scope of East Java. The purpose of the study was to analyze and test the effect of service quality, store atmosphere, and price on customer satisfaction at the Basmalah Pakusari Jember retail. This research is associative research. The population used in this study is the consumers Basmalah Pakusari Jember with a total sample of 90 respondents. This analysis tool uses multiple linear regression with SPSS software. Statistical test results show the quality of service, store atmosphere, and price affect customer satisfaction Retail Basmalah Pakusari Jember. The coefficient of determination test shows that 38.5% of customer satisfaction Retail Pakusari Basmalah Jember influenced service quality, store atmosphere, and price. While 61.5% is the contribution of other variables not observed in this study, such as promotion, product quality, location, etc.