Influence Location and Quality Service to Consumer Satisfaction at the Dedy Jaya Losari Brebes Gas Station
DOI:
https://doi.org/10.61132/greeninflation.v2i4.769Keywords:
Consumer Satisfaction, Location, Service Quality, Slovin’s Formula, SPSSAbstract
The low level of consumer satisfaction at SPBU Dedy Jaya Losari Brebes is suspected to be influenced by location and service quality factors. This study aims to analyze the simultaneous effect of location and service quality on consumer satisfaction at SPBU Dedy Jaya Losari Brebes. The population of this study consisted of 13,019 people, and the sample was determined using Slovin's formula with a 10% margin of error, resulting in 100 respondents selected through incidental sampling. Primary data were collected through questionnaires distributed to the respondents and analyzed using SPSS software. The results indicate that partially, location does not have a significant effect on consumer satisfaction, whereas service quality has a significant effect. Simultaneously, location and service quality significantly influence consumer satisfaction at SPBU Dedy Jaya Losari Brebes. This study implies that improving service quality should be the main priority to enhance consumer satisfaction. Further research could examine additional factors that may influence satisfaction and use broader samples or other fuel stations to assess whether these findings apply in different settings.
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