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The Appeal of Modern Retail: Evaluation of Location, Price, and Product Diversity as a Determinant of Consumer Satisfaction

Journal of Islamic Economics and Business · Vol. 4 No. 2 (2025) · hlm. 338–352

DOI
10.15575/jieb.v4i2.50262
ISSN
2798-4834, 2798-8562
Terbit
2025-09-26
Penerbit
Fakultas Ekonomi dan Bisnis Islam
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

This study aims to analyze the effect of location, price, and product diversity on customer satisfaction at Alfamart in Bandung Regency. The background of this research is based on the rapid development of modern retail and the importance of marketing factors in maintaining customer satisfaction. Strategic location, competitive pricing, and the provision of diverse products are believed to be important elements in attracting and retaining customers. The research method used is quantitative with a descriptive approach. Data were collected through distributing questionnaires to 210 Alfamart consumer respondents, then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) Version 3.2.9 method. The results showed that partially and simultaneously, the variables of location, price, and product diversity had a significant effect on customer satisfaction. This finding indicates that the more strategic the location of the store, the more affordable the price, and the more diverse the products offered, the higher the level of customer satisfaction. The practical implication of this research is the need for a marketing strategy that focuses on improving store accessibility, adjusting prices to consumer purchasing power, and diversifying products in accordance with local market needs.

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20 penulis · 82 tautan kepenulisan bersama · 3 lintas organisasi

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  • Sumatera Institute of Technology
  • Bandung Institute of Technology
  • Indonesia University of Education
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Nela RizkaAfiliasi tidak diketahui2
Tiara Shofi EdrianiAfiliasi tidak diketahui2
Akhdan Aziz GhoziAfiliasi tidak diketahui1
Ayu ApriantiAfiliasi tidak diketahui1
Ahmad Dzaki Putra DimasAfiliasi tidak diketahui1
Yenci Brika EnkekesAfiliasi tidak diketahui1
Saefudin SaefudinIndonesia University of Education1
Zunanik MufidahSumatera Institute of Technology1
Utriweni MukhaiyarAfiliasi tidak diketahui1
Sri HaryaniAfiliasi tidak diketahui1
Gres MarettaAfiliasi tidak diketahui1
Riani UtamiBandung Institute of Technology1
Edy SoewonoAfiliasi tidak diketahui1
Amalia StyaningrumAfiliasi tidak diketahui1
Dear Michiko Mutiara NoorAfiliasi tidak diketahui1
Aswan Anggun PribadiAfiliasi tidak diketahui1
Yoga AndriyantoAfiliasi tidak diketahui1
Ciptaning Weargo JatiAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/jieb/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">The Appeal of Modern Retail: Evaluation of Location, Price, and Product Diversity as a Determinant of Consumer Satisfaction</dc:title>
	<dc:creator>Fauzi, Rifky</dc:creator>
	<dc:creator>Kurniawan, Ryan</dc:creator>
	<dc:subject xml:lang="en-US">Sharia Compliance</dc:subject>
	<dc:subject xml:lang="en-US">Capital Structure</dc:subject>
	<dc:subject xml:lang="en-US">Speed of Adjustment</dc:subject>
	<dc:subject xml:lang="en-US">Leverage</dc:subject>
	<dc:subject xml:lang="en-US">Indonesia Stock Exchange</dc:subject>
	<dc:description xml:lang="en-US">This study aims to analyze the effect of location, price, and product diversity on customer satisfaction at Alfamart in Bandung Regency. The background of this research is based on the rapid development of modern retail and the importance of marketing factors in maintaining customer satisfaction. Strategic location, competitive pricing, and the provision of diverse products are believed to be important elements in attracting and retaining customers. The research method used is quantitative with a descriptive approach. Data were collected through distributing questionnaires to 210 Alfamart consumer respondents, then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) Version 3.2.9 method. The results showed that partially and simultaneously, the variables of location, price, and product diversity had a significant effect on customer satisfaction. This finding indicates that the more strategic the location of the store, the more affordable the price, and the more diverse the products offered, the higher the level of customer satisfaction. The practical implication of this research is the need for a marketing strategy that focuses on improving store accessibility, adjusting prices to consumer purchasing power, and diversifying products in accordance with local market needs.</dc:description>
	<dc:publisher xml:lang="en-US">Fakultas Ekonomi dan Bisnis Islam</dc:publisher>
	<dc:date>2025-09-26</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/jieb/article/view/50262</dc:identifier>
	<dc:identifier>10.15575/jieb.v4i2.50262</dc:identifier>
	<dc:source xml:lang="en-US">Journal of Islamic Economics and Business; Vol. 4 No. 2 (2024): Journal of Islamic Economics and Business; 338-352</dc:source>
	<dc:source>2798-4834</dc:source>
	<dc:source>2798-8562</dc:source>
	<dc:source>10.15575/jieb.v4i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/jieb/article/view/50262/15206</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Rifky Fauzi, Ryan Kurniawan (Author)</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>