Pengaruh Kualitas Layanan dan Harga Terhadap Kepuasaan Pelanggan di Toko Sembako Bu Nurhida

This study aims to analyze the influence of service quality and pricing on customer satisfaction at Bu Nurhida Grocery Store in Surakarta. The research background is based on post-pandemic changes in consumer behavior, which have increased the intensity of grocery shopping and heightened competition in the micro-retail sector. The study employs a quantitative approach, collecting data through questionnaires administered to 100 respondents selected using simple random sampling. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, as well as t-tests and F-tests. The results indicate that service quality significantly affects customer satisfaction, with friendly, fast, accurate, and responsive service enhancing satisfaction levels. Pricing also has a significant impact, where affordable, quality-aligned, transparent, and consistent prices increase customer satisfaction. Simultaneously, service quality and pricing jointly have a significant effect on customer satisfaction, emphasizing the importance of combining these two factors to enhance shopping comfort and loyalty. These findings provide an empirical basis for traditional grocery store managers to improve service quality and pricing strategies and serve as a reference for future research incorporating additional variables such as product quality, product availability, store location, and promotions.