PENGARUH BRAND AWARENESS, CUSTOMER VALUE, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION K3MART CABANG DHARMAHUSADA SURABAYA

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Brand Awereness, Customer Value, dan Service Quality terhadap Customer Satisfaction di K3mart Cabang Dharmahusada Surabaya. Latar belakang ini muncul dari meningkatnya persaingan ritel modern yang menuntut perusahaan memahami faktor-faktor yang mampu meningkatkan kepuasan pelanggan. Metode penelitian yang digunakan adalah kuantitatif deskriptif, dengan data primer yang dikumpulkan melalui kuesioner berskala Likert kepada 100 responden yang pernah melakukan pembelian di K3mart. Analisis data dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda uji t, uji F, dan uji koefisien determinasi.

Hasil penelitian memperlihatkan bahwa Brand Awereness tidak memberikan pengaruh signifikan terhadap Customer Satisfaction. Di sisi lain, Customer Value dan Service Quality ditemukan berpengaruh signifikan terhadap tingkat kepuasan pelanggan. Secara keseluruhan, ketiga variabel independen memberikan pengaruh signifikan terhadap variabel dependen dengan nilai R2 sebesar 0,827, yang mengindikasikan bahwa 82,7% perubahan pada Customer Satisfaction dijelaskan oleh ketiga variabel tersebut. Temuan ini menunjukkan bahwa nilai yang diterima pelanggan serta kualitas pelayanan memiliki peran yang lebih dominan dibandingkan kesadaran merek dalam membentuk kepuasan pelanggan.

This study aims to examine the influence of Brand Awareness, Customer Value, and Service Quality on Customer Satisfaction at K3Mart Dharmahusada Surabaya. The research is grounded in the growing competition within the modern retail sector, which requires companies to understand the key factors that enhance customer satisfaction. A quantitative descriptive approach was employed, using primary data collected through Likert-scale questionnaires distributed to 100 customers who had previously shopped at K3Mart. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²).

The findings reveal that Brand Awareness does not have a significant effect on Customer Satisfaction. In contrast, Customer Value and Service Quality show significant positive effects on Customer Satisfaction. Furthermore, all three independent variables collectively have a significant impact on the dependent variable, with an R² value of 0.827, indicating that 82.7% of the variation in Customer Satisfaction is explained by Brand Awareness, Customer Value, and Service Quality. These results highlight that customer satisfaction at K3Mart is more strongly influenced by perceived value and service quality rather than brand awareness.