Pengaruh Kualitas Pelayanan dan Variasi Produk terhadap Kepuasan Pelanggan pada CV. Benua Electronic Sentra Manado (BENS)

Frichilya Elisabeth Siwu; Mercy Mantur; Pricilia A. Chuanda

doi:10.61132/nuansa.v4i3.2806

Authors

Frichilya Elisabeth Siwu Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Mercy Mantur Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado
Pricilia A. Chuanda Sekolah Tinggi Ilmu Ekonomi Eben Haezar Manado

DOI:

https://doi.org/10.61132/nuansa.v4i3.2806

Keywords:

Hemoglobin, Local food, Mild anemia, Postpartum mothers, Sweet potato

Abstract

This study examines the effect of service quality and product variety on customer satisfaction at CV. Benua Electronic Sentra Manado (BENS), an electronics retailer in Manado where preliminary observation identified operational issues—delivery errors, delayed shipments, damaged goods, and stock discrepancies—that risk undermining customer satisfaction. Using a quantitative survey approach, data were collected through a five-point Likert-scale questionnaire from 172 respondents, determined via the Slovin formula from an estimated population of 300 customers and selected through purposive sampling. Data were analyzed using multiple linear regression. Results show that service quality has a positive and significant effect on customer satisfaction (t = 6.020; sig. = 0.000), as does product variety (t = 3.094; sig. = 0.002). Jointly, both variables significantly affect customer satisfaction (F = 22.570; sig. = 0.000), explaining 21.1% of its variance, while the remaining 78.9% is attributable to factors outside the model. These findings suggest that improving service quality and managing product variety are key strategies for CV. Benua Electronic Sentra Manado to sustain customer satisfaction amid intensifying competition in the electronics retail sector.

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