Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Impact of Product Variation, Pricing, and Store Location on Customer Satisfaction in Baby Shop Retail: A Case Study of Dinda Baby Shop in Surabaya

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  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341530,
        author={Ayu Lizzya Nurul Izzah and Asydatur  Rosmaniar and Ali Imaduddin Futuwwah},
        title={The Impact of Product Variation, Pricing, and Store Location on Customer Satisfaction in Baby Shop Retail: A Case Study of Dinda Baby Shop in Surabaya},
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={retail marketing product price location},
        doi={10.4108/eai.2-8-2023.2341530}
    }
    
  • Ayu Lizzya Nurul Izzah
    Asydatur Rosmaniar
    Ali Imaduddin Futuwwah
    Year: 2024
    The Impact of Product Variation, Pricing, and Store Location on Customer Satisfaction in Baby Shop Retail: A Case Study of Dinda Baby Shop in Surabaya
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341530
Ayu Lizzya Nurul Izzah1, Asydatur Rosmaniar1, Ali Imaduddin Futuwwah1,*
  • 1: Universitas Muhammadiyah Surabaya, Indonesia
*Contact email: ali.imaduddin.f@um-surabaya.ac.id

Abstract

This research focuses on the retail marketing of baby products, specifically examining the effects of product variation, price, and location on consumer satisfaction at Dinda Baby Shop in Surabaya. The study aims to determine the individual and combined impact of these factors on consumer satisfaction. The sample for this study consists of 115 customers of Dinda Baby Shop. Data was collected using a questionnaire distributed through Google Forms and an offline manual, utilizing a Likert scale ranging from 1 to 5. The statistical analysis employed for this study is multiple linear regression, conducted using SPSS. The results indicate that product variation, price, and location all have a positive and significant influence on consumer satisfaction, Notably, the location variable demonstrates the strongest influence. This study provides valuable insights for retail entrepreneurs in effectively managing their marketing strategies by considering aspects such as product variety, price, and location.