Abstract:
This study aims to determine whether the dimensions Product, Price, and Service affects customer satisfaction Tanah Abang Retail Market and analyzing the most dominant factor in influencing customer satisfaction in Tanah Abang Retail Market. The population in this study is the customers who shop at Tanah Abang Retail Market. Samples were taken of 100 respondents using the technique of Non-Probability Sampling with accidental sampling approach, it means sampling technique based on chance, who accidentally meet the researchers in Tanah Abang Retail Market. Based on the analysis statistics, indicators in this study are valid and variable are reliable. In the classical assumption test, regression models free multicollinearity, not occur heteroscedasticity, and normal distribution. Individual sequence of each of the variables that most influence the dominant variable is a variable that has significance influence to customer satisfaction is price with 54.7%. Not only that variables, but also the influence of other variables to customer satisfaction with the value of 27.8% for service, and 13.2% for the product. Tanah Abang Retail Market needs to maintain the elements that have been assessed either by the customer as well as the need to fix the things that are lacking.
