Analysis of factors influencing custumer satusfaction in super indo supermarket seturan yogyakarta

This study aims to identify the influence of product quality, store image, shopping environment, service quality, and price on customer satisfaction. Population in this research is customer in Super Indo Supermarket Seturan Yogyakarta. The sample used in this research consists of 80 people chosen using non-probability sampling, which is incidental sampling. This research uses multiple linear regression analysis. The validity and reliability testing to each indicator is taken before performing the multiple linear regression analysis. The results of the study show that product quality has no effect on customer satisfaction, store image has a positive and significant effect on customer satisfaction, shopping environment has no effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, and price has a positive and significant effect on customer satisfaction.