PENGARUH LAYOUT TOKO, VISUAL MERCHANDISING DAN SERVICE QUALITY TERHADAP KEPUASAN KONSUMEN PADA CV. FENNY DENPASAR

Abstrak

The increasing needs of people for everyday products give rise to many new businesses that offer a wide variety of items in accordance with the wishes of consumers. This triggers the company to continue to make new innovations to maintain the company's success. Store layout, visual merchandising, and service quality are factors that have a great opportunity to meet customer satisfaction where it is one of the determining factors for the success of the company. In line with this, this study was conducted to determine how much influence the store layout, visual merchandising and service quality on consumer satisfaction. This study was conducted at CV Fenny Denpasar with 110 respondents using purposive sampling. Data collection was done by distributing questionnaires. The data analysis techniques used is multiple regression analysis. Results showed that store layout has a significant positive effect on consumer satisfaction, Visual merchandising has a significant positive effect on consumer satisfaction, Service quality has a significant positive effect on consumer satisfaction. Results confirmed that to improve customer satisfaction, the company is expected to be able to improve the arrangement of the store layout, improve visual merchandising and improve service quality in the store. Keyword: store layout, visual merchandising, service quality, customer satisfaction