CONSUMER SATISFACTION IN MODERN RETAIL: EVIDENCE OF PRODUCT ASSORTMENT AND SERVICE QUALITY FROM INDONESIAN CONVENIENCE STORES
DOI:
https://doi.org/10.30998/jabe.v11i4.4504Keywords:
Convenience Store, Customer Satisfaction, Modern Retail, Product Assortment, Service QualityAbstract
Intensifying competition in the modern retail industry requires firms not only to offer comprehensive product assortments but also to deliver service quality that meets consumers’ expectations. However, previous studies have reported inconsistent findings regarding the dominant factors influencing customer satisfaction in Indonesia’s convenience store sector. This study aims to examine the effects of product assortment and service quality on customer satisfaction and to identify the variable that contributes most significantly to customer satisfaction at Indomaret Ragunan, South Jakarta. A quantitative approach with a causal associative research design was employed. Data were collected through questionnaires from 79 respondents selected using purposive sampling and analyzed using multiple linear regression in SPSS Statistics, including validity, reliability, normality, coefficient of determination (R²), t-test, and F-test analyses. The results indicate that both product assortment and service quality have positive and significant effects on customer satisfaction, both individually and simultaneously (p < 0.001). The model explains 88.5% of the variance in customer satisfaction (R² = 0.885), with product assortment emerging as the most influential predictor based on the standardized beta coefficient. These findings reinforce the view that product availability and high-quality service are key determinants of customer satisfaction in modern retail. The study provides empirical insights for developing product and service management strategies to enhance the competitiveness of convenience stores in Indonesia.
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