THE EFFECT OF SERVICE QUALITY, PRICE AND LOCATION ON CUSTOMER SATISFACTION AT MADURA DUA BERSAUDARA GROCERY STORE IN SURABAYA CITY

Ach. Faisol ¹⁾, Susanto Soekiman²⁾

Abstract

This study aims to analyze the influence of service quality, price, and location on customer satisfaction at the Madura Dua Bersaudara Grocery Store in Surabaya. The research method used was a quantitative approach with multiple linear regression analysis using SPSS. The results showed that service quality had a positive but insignificant effect on customer satisfaction. Conversely, price had a positive and significant effect, while location had a positive, significant effect, and was the most dominant variable. The simultaneous (F) test confirmed that all three variables together had a significant effect on customer satisfaction. The coefficient of determination (R²) value of 0.886 indicates that 88.6% of the variation in customer satisfaction can be explained by service quality, price, and location, while the remainder is influenced by other factors outside this study. These findings confirm that an appropriate pricing strategy and the selection of the right location play a crucial role in increasing customer satisfaction, while improving service quality remains necessary to support customer loyalty.