THE INFLUENCE OF SERVICE QUALITY AND PRODUCT VARIETY ON CUSTOMER SATISFACTION AT PUFFELLA VAPE STORE AIRMADIDI

Abstract

This study aims to determine the influence of service quality and product variety on customer satisfaction at Puffella Vape Store Airmadidi. With the increasing competition in the vape retail industry, understanding the key factors that drive customer satisfaction is essential for maintaining customer loyalty and sustaining business growth. The research employs a quantitative approach, using multiple linear regression analysis to assess the relationship between the independent variables and the dependent variable. The findings reveal that service quality and product variety simultaneously have a positive and significant influence on customer satisfaction. However, when tested individually, only service quality shows a positive and significant partial influence on customer satisfaction, while product variety does not show a significant partial influence. These results suggest that service quality is a key determinant of customer satisfaction at Puffella Vape Store Airmadidi. This research highlights the importance for retail vape businesses, particularly new and developing ones like Puffella Vape Store, to prioritize service excellence as a strategy for enhancing customer satisfaction and building long-term customer relationships.

Keywords: Service Quality, Product Variety, Customer Satisfaction