Pengaruh Layout Toko, Visual Merchandising, dan Service Quality Terhadap Kepuasan Konsumen pada Store Underprice Jamin Ginting Medan

Abstract

This study aims to analyze the influence of store layout, visual merchandising, and service quality on customer satisfaction at Store Underprice Jamin Ginting Medan. The background of the study is based on the growing competition within the skincare retail industry in Medan City and the importance of creating an optimal in-store shopping experience to increase customer satisfaction. This research employs a quantitative associative method using a survey approach, with questionnaires as the primary data collection instrument. The sample consists of 145 respondents who have previously shopped at Store Underprice Jamin Ginting, selected using purposive sampling. Data analysis techniques include validity and reliability tests, classical assumption tests, and multiple linear regression analysis to examine both simultaneous and partial effects among the variables. The findings indicate that store layout, visual merchandising, and service quality simultaneously have a significant effect on customer satisfaction. Partially, each variable also shows a positive and significant influence on customer satisfaction. These results emphasize the importance for Store Underprice to enhance spatial arrangement, visual product presentation, and service quality in order to build customer loyalty and maintain competitiveness in the skincare retail market.